Believe it or not, there is not a cabal of people getting together on wednesday nights to sacrifice children to corporate logos. Rather, there are many people who in good-faith believe that heavy-handed regulation is bad for the consumer.
Myself, I haven't made up my mind on the issue yet, but hivemind behavior just rubs me the wrong way.
The motivation for a company to want deregulation cannot be to increase market competition for their own product. To the extent that they claim otherwise they are being dishonest.
What a company/industry might honestly claim is that regulation will prevent the development of valuable markets, satisfying neither producers nor consumers. This is an empirical claim, however, that stands on evidence rather than ideology. And we have only to look to the countries with faster internet to see whether it holds.
However, when speaking of freedom being restricted in opposition to Net Neutrality, it seems like the only possible freedoms being restricted are those of corporations who would wish to do things that would be restricted by Net Neutrality, not those of their customers. However, when this is mentioned, it's painted as "our" freedoms, making it look like it's everyone's freedom, when realistically it's only the freedom of those corporations, and not the citizens, as is implied.
The alternative is the freedom of government to restrict access as they see fit. And governments money comes from taxes (or inflation), they have no incentive to improve access or quality.
I'll never understand the ideology that all regulation is bad. It's not only laughable, but demonstrably false.