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True, but I think the competition between several ISP companies will drive some of them to stay like they are. It would gain them more customers if they did, and could probably get away with charging a little more. However not as much as the other discriminating ISPs.
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It's highly likely that ISPs will now just favour their partner sites which could be done so subtly it would be hard to notice (the same way some ISPs have slowed access to YouTube in the past) or they could just blatantly provide the best service to websites that pay up the most. True competition between ISPs can only be achieved with Net Neutrality, without it everyone's just playing favourites.