I can see the ISPs providing their own service or perhaps caching (and receiving a fee from netflix/Apple etc) to reduce overall traffic and to provide an extra revenue stream (like the mobile operators do).
This totally goes against Net Neutrality as they will probably then limit the other services to highlight their own or just totally restrict them.
At the end of the day they control the last mile, not Apple, not Google etc and at the moment the ISPs seem to be burdening most of the cost while the providers get most of the profits.
It's only a matter of time. Oh and P2P will be made illegal and the ISPs will be forced/(and want to) to comply. Something has to happen as whole industries are being hit and while they could continue to make ok profits in the boom years, now the failing economy will only highlight the issue and force law makers to stop it.
The only thing that makes me think this might not happen is that Obama is very close to Eric Smidt and politics/business is a dirty game so we may end up with the Utopian vision where broadband is provided by government.