Net neutrality is about far, far more than some ISP's profits.
The death of net neutrality is the death of the last independent voice in U.S. politics. You doubt this? Remember the deafening shouts of "WMDs in Iraq !!!" from practically all the mainstream media channels. Where were the dissenting voices? Basically, only on the Internet.
If net neutrality dies, then companies like Comcast and AT&T will have the power to silence web sites they dislike. Since these are giant corporations, their agendas will of course align with those of the mainstream media, and all the protest sites will die. The U.S. media will have largely one voice, the voice of the one-percenters, and dissent will be silenced.
This outcome is undoubtedly the main intent of the one-percenters, especially in these days of the Occupy movement. The powers that be desperately need to kill net neutrality for the same reason that Mubarak tried to turn off the Internet during the occupation of Tahrir Square by the riff-raff. Our rulers know that good communication is essential to any successful revolution, and they are determined to cut off all possible channels of dissent.
Now perhaps you are one of the 1%, or work for them. Perhaps you like having a media landscape that rivals China's in its depth of censorship. But I don't.