For instance, deploying content systems inside the network would reduce bottlenecks and improve latency, and you don't need to mess with the rest of the traffic to do so. Net neutrality is there because we don't want telcos to differentiate traffic based on their value, but based on value for the customer, and that changes faster than commercial agreements.
However, that means changing business models and creating value for users and content creators, unless today, not only providing the network, but a real service on top.
With the end of net neutrality, small companies (that can start without that close to the home content distribution up to a certain traffic), would not be able to compete with the established ones, so innovation will be hindered (unless we all want faster horses)