ISP's are businesses
Service providers will absolutely implement some form of bandwidth shaping most already do. The ones that don't quickly become victims of their own success. Bandwidth hungry customers pile into an ISP that does not traffic shape then the QOS goes down, no surprise there. From my point of view best endeavour service is rubbish I want to pay for a guaranteed service. I want ringfenced bandwidth at peak hour and as much as I can eat the rest of the time, I want video conferencing (skype messenger ichat, whatever) to work all the time. My Kids want low latency for gaming.
So ISP's should just get on with it develop the business model. Sell me TV (finally compete with sky please), guarantee me a minimum QOS, give me all I can eat off peak. People will pay for the quality in QOS.
The most interesting business models will bring the price back down, the partnerships etc.
An internet of the people for the people and by the people is a fantasy its a business and will run that way.