
I would like to think that this move on the part of the content owners will be a massive failure without any intervention by government. If a typical computer user goes to a content owner's site and sees a message saying that the ISP has not purchased the "ESPN360" package and that the user will not be able to access ESPN360 videos, I expect that the user will just go download it via bittorrent or the like. Or just ignore ESPN360 and go to a competitor's site for the scores and highlights. So ESPN360 loses out on a potential sale (to the individual) either way.
I would understand if users from an ISP which did not pay for the ESPN360 access for its customers get a "give me your credit card info to see this video" page, whereas users from an ISP which did pay for access for its customers get to see the video free of charge. That might actually end up being a viable business model.
Of course, it's entirely possible that I don't know consumer behavior as well as I think I do. The foolish choices made by consumers continually impresses me.
If you steal from one author it's plagiarism; if you steal from many it's research. -- Wilson Mizner