Admittedly, I didn't read the linked article/document, but there really is only one way to do this and that is to split the business into two, wholesale and retail (much like BT). The retail (end-user) part of Telstra buys its services from wholesale at the same price as any other ISP can. No cross-subsidy, no special deals. Regulate it and strictly enforce it. Reference prices smells like bullshit.