It's the same with Apple's rejection of Theora... It's not about providing the best experience for users.
Or Mozilla's rejection of H.264, it's not providing the best experience for users.
DSL providers should just say to their customers, we'll just drop your price by $X a month if you decline POP --- that way we save on machines, sysadmins, and software licensing fees, and we get to say we're 20% cheaper than the competition
... and you'll just go off and use Hotmail, which is what you were going to do anyway!
Maybe they'd use gmail instead of hotmail today, but the same principal applies.
The cable company had also argued that the FCC lacks authority to mandate Net neutrality because it deregulated broadband. The FCC now defines broadband as a lightly regulated information service. That means it is not subject to the obligations traditional telecommunications services have to share their networks with competitors and treat all traffic equally.
The best part is that the decision may cause "the agency [to] simply reclassify broadband as a more heavily regulated telecommuniciations service." In that respect, Comcast has dug its own grave, as well as those of several others, Time Warner, Cablevision, Verizon to name a few.
Anyone can make an omelet with eggs. The trick is to make one with none.