Classifying broadband as a class II telecommunications service would bring regulations designed for the Bell monopoly to the broadband services market, and along with them, neutralists argue, greater control over the private agreements that broadband providers make.
Netflix recently struck an agreement with Comcast for faster and more reliable delivery of its popular internet streaming service, which accounts for one-third of peak time traffic in the USA. But Netflix didn't pay a "tax" to do so - it dropped the carrier it was using for a direct connection - and saved money doing so.
The FCC was given a mandate to increase broadband adoption, but that's about it.
See the full story here: http://www.theregister.co.uk/2014/07/14/netflix_comcast_google_amazon_facebook_fcc_net_neutrality/