Umm, here's my take on this:
The reason they're doing this is because like you said, wireless is a huge growth sector. But the majority of Verizon's wired infrastructure (i.e. FiOS) can handle a HUGE amount of data - they've already invested in it. Wireless on the other hand, is a restricted data flow pipeline.
The bandwidth available for wireless transmission is determined by the range of frequencies available, divided by the number of users on that band. It's a FIXED amount. The FCC's not going to widen it just because, there are too many considerations for it.
You can only achieve a given data speed over wifi. We've improved it over time. But there is a physical limit for reliability of the signal, and that's why wireless is a different story. With wired (or land-based into wifi hotspots) you can just lay more lines in parallel, add a separate color laser to your fiber, etc. which makes it feasible to upgrade and widen the bandwidth. When you have an easily maintainable infrastructure, you don't mind letting it be used freely without priority restrictions.
Now pictures this: if wireless providers went all net neutral as per your calls, then a phone call would have the same priority as an app downloading updates in the background. Do you know you're going to always have good enough reception to guarantee call quality? Or are OS/firmware updates not more important than that stupid youtube of a dog who can't get up?
The point is that for wireless, there is a need to prioritize bandwidth, and because it's a fixed bandwidth, if you want priority over something else, you can't just claim it like you do on a landline network. The whole point here is that they're making an argument that you pay to use a cellphone, and instead of having a monthly data cap like you would with european providers (they have rates of $0.5 per Mbit after you exceed your allowance of 125, 250 or 500 MB), they're making it such that certain traffic will always work. Like maybe accessing your bank website. Or your Verizon account website to pay bills. If they'd adhered to net neutrality on wireless, it would end up in a huge problem because of LIMITED BANDWIDTH.
I'm a net neutrality supporter, big time. But there's no way to make it work on a wireless device practically to begin with. What other restrictions they impose on it afterwards remain to be seen. But I couldn't care less for browsing the web on a screen so small my fingers cover a third of what I'm trying to read/work on.