Again, it's not Net Neutrality, because it's not causing packets to be dropped based on source or destination. You're arguing against a by-definition argument.
But let's look at your argument (apparently) against bandwidth caps and toll-free broadband as a separate issue.
So you're on a prepaid or otherwise pre-negotiated plan because your service provider wants to budget for their capacity. How else do you handle overages, other than an overage charge or ending service altogether?
Suppose that Facebook invents the Facebook Phone (ignoring the real attempt for a moment), it has its own protocol with the tower for shuttling data, but at the tower level, uses IP over the Internet. Isn't that effectively the same thing? But what do we do, make it illegal for companies to manufacture such products? That's absurd for a huge number of reasons including having to deploy a "proprietary product police" (God help us if the FCC or FTC take over this job), and covering a huge number of products already out on the market today (Netflix-enabled TVs, anyone?).