What consumer would consider net neutrality to be bad?
Any consumer who understood that "zero rating" is a target of the pro-NN people and who was benefiting from an existing zero rating system.
The problem is, it's more nuanced than just "zero rating" is a violation of NN or not.
As an entire type of service, "zero rating" isn't always a violation of NN. However, that just means some "zero rating" is a violation and others are not.
Zero rating for an entire class of something, or available to all providers at no cost, or at the customers control without the third party provider needing to care are all perfectly find zero rating schemes that do not conflict with NN at all.
Examples:
All video from any source, perhaps in exchange for limiting the speed or quality, controlled by the user or open to all video providers to sign up for at no cost.
All streaming audio from any source, perhaps to entice customers onto the network. Maybe audio providers still need to sign up, but at no cost to them.
All "data X" from any source, at a reduced quality, with no choice by the user or the data providers, applied to all providers of "data X" with no exceptions.
Zero rating is a violation of NN when it's used to create winners and losers. When it creates a barrier between a network customer and a third party that's not involved in a business relationship with the network provider. In this scenario, the network provider is treating it's customers as a product to be sold to new content providers instead of as paying network customers looking for access to all content providers.
Examples:
All video from provider X is zero rated and provider X pays the network provider for this privilege.
All video from provider X is zero rated and provider X is owned by the network operator.
All audio from provider X is zero rated and audio from other providers quality limited while provider X pays the network provider for this privilege.
In all the cases where it's an acceptable thing, it's a neutral network management practice. Something available for an entire class of data independent from whomever provides it. In all of these, the practice may impact the network provider in the market but it doesn't have any impact on the content provider market. One market isn't creating any advantage in the other market.
In all the cases where it's a violation, it's an example where the network customer is turned into a product with access to them being sold to a third party. It's using the network market to influence and distort the content market (or the reverse, but less likely). When the third party is the content arm of a large muti product corporation, it's using the one market to distort the other to give one an unequal advantage.
While the customer is currently enjoying the zero rating of Snorklewhack streaming audio on Flurble's network. It's a short term benefit that's actually not in the customers interest. In the long term it means that Snorklewhack doesn't need to provide as good a service as the next provider. After a time, the customer will be getting inferior service from Snorklewhack, locked in unless they change network providers in addition to streaming audio providers, assuming any other streaming audio providers can overcome the advantage Snorklewhack has and even exist.
There's probably other ways beyond NN to solve this problem. But, they all require regulation of some type. It's a choice of which regulation is the preferred one.