According to the Swedish news, Russia sends a good deal of its internet traffic via Sweden to the outside world. They say that the Swedish link is faster and cheaper. Meanwhile the Swedish equivalent of the NSA, called FRA, is spying on Russian traffic (legally) and it sends valuable info on to the US (legality unclear).
1) Build a new data link that circumvents Sweden's NSA-friendly surveillance
2) Make it only slightly more expensive than the current data link via Sweden, but tout your net neutrality
3) Sell boatloads of capacity to Russia