If a broadband provider were to approach one of these hyper-giants and threaten to block or degrade access to its site if it refused to pay a significant fee, such a strategy almost certainly would be self-defeating, in light of the immediately hostile reaction of consumers to such conduct
Translation: We'd do this to a small company in a heartbeat, and we're really disappointed we didn't kill net neutrality before there were enough big players to fight us on this. Unfortunately we have to make ourselves out as the victims, again.
These guys will do anything to keep their monopolies, and want to be sure they can do anything they want to milk customers.
As usual, this is lobbyists and lawyers and PR people making their clients out to be the poor downtrodden victim here.
And, of course, the FCC being totally sympathetic to the plight of these poor, downtrodden monopolies, I'll be surprised if they don't give it to them.