The downside of that is that people have expectations that they're going to fight these quixotic battles, and the bottom line is their obligation to their shareholders.

Customers come first. Profits are the measure pleased customers.

If they treat their customer well, the shareholders will benefit. If the customers feel screwed, that the shareholders are damaged. Customers come first.

I am personally not a convinced that Net Neutrality is completely feasible. I think some form of prioritizing is inevitable. The real issue is how badly low-priority traffic would be degraded. Only time will tell.