Skuzzy -
yeah, that's actually my point. It seems to me that if people were bearing their own freight better, then the cost structure of the net would more likely work itself out without specific intervention. So if the Netflixes (Netfli? Netfluxes?) payed in ways proportionate to their actual usage of outgoing bandwidth, and if end users payed according to their incoming bandwidth, then neutrality would be less of a political issue.
In another framework - when it's "all you can eat", the average guy ends up paying extra to cover the cost of the gluttons. Or, back when water wasn't metered very few people thought twice about letting the hose run down the driveway for hours. Or, when bonuses are only calculated based on short term sales, commodities traders couldn't care less about long term consequences. Or, (as I said above) when flood insurance rates are kept artificially low, buyers don't appreciate just how high the risk of flooding is.
I just think that in for people to make good rational decisions about how to spend their money, the prices they see need to have realistic relationship to the actual cost of the products in question.