I hope it does get ugly, because that's the only way this 'fast lane' horseshit is going to stop.
Verizon doesn't want more "cord cutters" of a sort to drop their FiOS video accounts in favor of a la carte offerings from Netflix et. al. AT&T's U-verse isn't as big a thing for them, but they use vicious caps to protect it, and of course all the cable companies are by definition video service providers.