That's the rub. We don't have competitive markets, there isn't a political desire to create them, and people in rural areas likely wouldn't be well-served by them, when they are at all.With actual competitive markets for retail Internet access, specific regulations like this wouldn't be necessary, as customers could choose to leave non-neutral providers.
The point about rural markets is what got Rysdall riled up last night. Pai was saying that removal of regulation saved a small ISP in Georgia $8000. The pushback he got in the interview was from seeming to ignore the fact that three companies have a monopoly on internet service by using the exceptions of rural ISPs as an example of why I don't currently have only one option for broadband. I wanted to reach through the radio and punch him in the dick