I think the content industry is the one really driving this whole net neutrality thing, even more than the ISP business. If you follow the money, content is around a $2 trillion annual business, and ISPs are only a few hundred billion.
I have personally argued this point: the copyright industry's business model is based on making deals with centralized distribution services. They have no concept of peer-to-peer in their world, only of producer-consumer relationships. That is why when faced with something like BitTorrent they panic and start suing individuals, hoping to scare people away from new technologies. Copyright companies often try to divide people by geographic region, something that the Internet has made fundamentally difficult for them (see e.g. VPNs as a way to evade region-locked streaming services; or people downloading pirated copies before the official release in their country).
So Hollywood would love a non-neutrality network. It would give them greater power to block BitTorrent, VPN services, etc. They might complain about the fees being charged for priority access, but they would rather deal with that problem than with the impact a neutral network has on their business.
