We agree about the problem; there's too little competition. But regulations, price controls and the like have a long and consistent history of creating shortages and *reducing* competition. Even the most benign and well-intentioned regulations raise entry barriers to the regulated industry and increase costs to consumers.
When you saddle an industry with a new obligation -- something they wouldn't have done absent the regulation -- it almost certainly reduces their margins. But no company in its right mind just absorbs that; you have to do better and better quarter over quarter or all the 401Ks and mutual funds that hold your stock will start fleeing. So you reduce value to the consumer somehow, by raising prices, cutting support, withholding bandwidth increases that you used to give for free, etc. All the while the industry has a bunch of new compliance costs, making it less attractive to speculators and harder for entrepreneurs to break into, thereby also making it even *less* likely that consumers will be able to respond to your increasing suckiness by going to a competitor.
Meanwhile, you've set a new precedent, giving a federal agency the authority to make the internet conform to its preferences. That's all well and good when the agency's preferences match yours and they make you feel like you've forced a company to give you something. (You haven't and they never do, incidentally.) But many others are just waiting for a chance to change the internet in very different ways. Obscenity guidelines will surely be close behind. Anonymous connections aren't good for anyone with lobbyists, so those will have to go. Official monitoring for terrorists and copyright infringers is no less likely than ATF agents breaking down doors at warehouses full of counterfeit DVDs. And since the DHS is already usurping domain names on behalf of the entertainment industry, imagine what they'd like do with all that new authority. And you know, all those cable channels have been operating like the wild west, not at all like the orderly and well behaved over-the-air broadcasters who are regulated. Maybe we could stretch that authority just a little teeny bit and bring some much needed reform to cable programming.
We will get neutral access from the marketplace. It may come at a premium at first, but consumers hate limits. No regulation gave us Amazon non-DRMd MP3s. Or AMOLED screens. Or 4G. Or Wi-Fi tethering (now at a premium price, but *actually* unlimited, and will surely be part of the basic package within a decade). No regulation gave us home internet service to begin with. Do we really need to use the nuclear option to get source-agnostic speeds?
Every expansion of authority begets another. Every one of them. Once people see government as a tool for righting wrongs, government acquires the ability to wrong rights as well. Our constitution placed extraordinary limits on federal authority to prevent that, and we'll piss those limits away to stop someone from throttling our Netflix or torrents.