I have a choice of which computer and handset I choose to buy and (on the computer) what OS to run. I have two choices in ISP's, or I can move where I *might* have two different choices in ISP's (or not). Moving is a pretty high bar to clear. Buying another handset or changing OS's (or even buying a second handset or computer) because whatever application I want isn't available on the platform I have is a much lower bar.
The problem is that we have chosen to not allow everyone and their brother to dig up the street to lay new cable or string new cable on overhead wires. There are good reasons for that. That, however, means that the so called "last mile" delivery, at least to residential areas, is always going to be a place where competition is artificially limited. So, at that point, you either take the cable-TV route and just let the monopoly abuse its customer base with no innovation for *years* or you need some government regulation to get more competition. Neutrality is one form of that regulation. Personally, I think that without it, the Internet as we know it will cease to exist and turn, instead, into content channels that are available like cable-TV channels on whatever ISP you happen to be attached to. That will severely restrict new websites from being created. Maybe that view is too pessimistic. Another option (or an additional option on top of neutrality) is to have the public "own" (or at least have a strong interest in the operation of) the last-mile network, kind of like the public owns the roads, and force the actual owner of the cable to allow multiple ISPs to exist on the cable (that could also take the form of prohibiting a single company from operating both a last-mile infrastructure and offering public Internet access, or several other similar forms, or it could just mandate that the lines must be leased to anyone who can pay to play).
I'd love to hear another set of options that can be plausibly implemented that would encourage competition in content creation and content delivery that doesn't a) require government regulation (remember, prohibiting exclusive contracts for last-mile service is, itself, a government regulation against an otherwise legal contract) and b) doesn't involve an unwieldy tangle of wires above and/or below every street.