Reading the excellent Wiki on the topic, I was struck by the irony of this quote: ""allowing broadband carriers to control what people see and do online would fundamentally undermine the principles that have made the Internet such a success." by Tim Wu.

What's ironic is that Google, through the Adwords/Adsense technology and their hyping of the SEO industry, has dramatically altered "what people see and do online", and in my opinion, this has indeed fundamentally undermined Internet principles. Yet, Tim Wu is Google's Vice-President.