You say "if you don't like it then switch" but for most people, that simply is NOT an option. I don't have any option at all where I live. I have Comcast and that's it. If I don't like it, then I have no option whatsoever for internet service. I cannot switch, so I have to take whatever Comcast hands me, no matter how unfair or horrific it is. ISPs have monopolies in most locations, monopolies which are fed and nurtured by local governments and the will of the people has no say in the matter. "Voting the government out" isn't an option either, because most people don't see digital freedom as the important issue that it is. So we're stuck with the totalitarian reign of one ISP and whatever they choose to do to us.

And for people saying that this is a non-problem: it will be a problem, and soon. The Internet and digital connectivity is becoming the backbone of our society. Commerce on the web is exploding. Business are are growing and they're spreading out, and need connectivity between locations. Freedom of data exchange must be protected. It is not the right of the ISP to decide what I can or cannot see, or to give priority to one user or another. The little guy starting up a retail store with a web presence should have the exact same opportunity to reach the customer as Amazon or MSNBC, and they shouldn't have to pay the ISP to give them more priority. Because if all the big guys are paying for all the priority, then the little guy gets drown out and cannot compete, not because of his own doing, but because of a greedy, extortionist ISP.

This will happen, and it needs to be prevented before it happens. Because once it does happen, it will be impossible to stop.