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Sounds pro-consumer to me. Whats the big deal? It will just force the other providers to up their game and offer their own freebies.

Great if you like the provider's content. Quite bad if you like any content not owned by one of the few Internet providers, who can't offer such freebies.

Everyone agrees we are moving towards a world of platforms. Each big platform holder will buy or ally with an isp and smaller content owners will pay 30% rev to use those platforms, just like today with google play store, app store, steam (for games), etc. thats reality, why be a luddite about it?

Since ATT has to eat the costs of providing this service I don't see how it's necessarily a problem.

They are already doing that with DirecTVNow.