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A lot of it is context. Starbucks didn't spend millions of dollars lobbying Congress to be able to sell tea that was really water, then offer an "upgrade" to actual tea. What the ISPs have done is to push to be allowed to give less service for the same money we're currently paying, then give us the "choice" to upgrade.

    If some customers don't care about BitTorrent or Tor and can get a discount for giving it up, why not welcome that choice?

If some customers don't care about having access to publications with a certain political slant and can get a discount for giving it up, why not welcome that choice?