To me, the essence is that they should just *transmit* whatever packets I send thru them into the Internet or receive back from the Internet thru them, transmitting those packets both way through their facilities at whatever bandwidth capabilities I'm paying them for, but without them *knowing* or *caring* or being in any way influenced by whatever recipients are on the other end of my communications.
They and we may, in fact, ultimately have to live with government laws that require them to record and store every site that we communicate with, though this will be a civil rights obscenity.
And it may be a losing fight to stop them from noting that I buy a lot of books on line and turning my name over to used book dealers to spam me.
But I certainly don't want them *ever* redirecting some of my packets to some other URL of their choosing, because they've made a commercial deal with the alternative site.
And I don't want them transmitting packets to or from BordersBooks through their system faster than amazon.com packets (thus making BordersBooks look like a more responsive site) because BordersBooks pays them a behind-the-scenes bribe to do so (or sending streaming video signals from some sites faster than from other sites, because of similar bribes).
In other words, none of their technical actions should depend on what the content is of the packets they're sending me. But, the last two items above are (a) things they want and intend to do, and (b) things that are absolutely unacceptable.