Okay let's say it is a road.
Netflix paid company A to move X trucks across the road.
Consumers paid company B to receive Y trucks to their house.
It is between company A and B to sort out what they will pay between each other.
If the cost is too high for company A they are free to pass the increased cost onto Netflix.
Just like NetFlix is free to go to company C to get a better deal.
To put this into a more concrete absurdity.. Let's say you have a gated community with an HOA. Guard shack, the whole works.
The HOA could pass a rule that in order for any packages from Amazon to be delivered Amazon must pay $10 per package to the HOA.
It is their road they are using. They can't get it unless they go by the guardshack, etc.
Just as absurd as Netflix paying the consumers ISP to get their internet traffic delivered.