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(Wiki) "Net neutrality is the principle that Internet service providers and governments regulating the Internet should treat all data on the Internet the same, not discriminating or charging differentially by user, content, website, platform, application, type of attached equipment, or mode of communication."

Could someone tell me what a worst case scenario could look like?
In my head I just thought, if all the providers go to shit, don't you think others would pop up and compete with them, eventually giving the customer decent deals regardless? Am I just being naive? :o