But the problem here is not as easy as net contents neutrality. If you look at internet as a system of carrying water to the homes. The system is neutral to the color of the water, and it doesn't care if you are asking for clear, yellow or green water... it will flow the rate to the homes. But Netflix has pink water where everyone wants... but the existing water system connecting to the Netflix lake is bottle-necked and Netflix wants the carrying system to build extra channels to its lake of pink water.
Netflix is saying: I have a lake of pink water and users want it. I need you to build extra channels to get my water out to them.
ISP is saying: I don't care your water is pink or black. You get the same amount of outlet as other lakes. Why should you get extra channels for free?
First, Netflix still pays for bandwidth just like everyone else. It isn't free. The ISPs want them to pay a higher rate per GB on top of them already paying more in total because they are buying more GBs than anyone else.
Second, it would be silly for the ISPs to take the stance that every content provider should get the same size pipe like you are suggesting. Then you would have small providers having access to a bigger pipe than they will ever need and the big fish like Netflix wouldn't have enough. You would be wasting unused bandwidth on the little guys instead of moving some over to Netflix.
Not only that but the ISP's customers expect a certain level of quality. If you have an ISP saying "Sorry, Netflix doesn't work well on our service but joe blow streaming works great because people aren't clogging the pipe." their customers won't be very happy. If a business makes a habit out of making their customers unhappy for too long eventually they won't have many customers left to make unhappy.
I feel for the people who only have 1 ISP available. Those of us with more options won't put up with that crap. As we move forward, more ISPs will continue to spring up. Look how many no contract cheaper cellular providers have entered the market over the last few years. The big boys are starting to take notice. I think we will see something similar happen to internet as the demand for more online content continues to grow.