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What they mean is, users streaming Netflix uses more internet than just browsing Facebook. Services like Netflix pay to run servers capable of streaming to however many thousands of customers at once, but it's the user that pays the ISP.
Personally I pay to have the fasted connection possible to my house, I also pay more to not have a contract with a download limit. Those against net neutrality would market it as 'access Facebook unlimited amounts of time', or 'watch 100 hours of Netflix for £10', but what it means if you want to watch a film on Hulu or something instead then you'll pay through the nose or have a really slow speed. It corners the market and locks users into the ecosystem of whoever pays (read: bribes) the ISP the most.
Companies like Facebook that want to control your life would love it. They could get the deal with the ISPs, start their own streaming service, own Google searches, own forums, and make it uneconomical for people to go outside of their ecosystem. Without realising it everything you do will be owned by Facebook and every aspect of your online life will be sold on.
There's no argument for, it's just big business like Facebook and ISPs wanting to make more money. By making it more expensive for someone to access websites which aren't part of the deal it means anyone starting a new business will struggle to get seen. For example Sky pays other ISPs to put their on demand streaming service on the cheap plan, suddenly consumers will have to decide if they want to pay more to be able to access Netflix instead, they won't and Sky will have a monopoly.
Also. It's massive amounts of bullshit. Things on the internet, I pay an ISP to connect me to that internet, they shouldn't have any say in what and how I access anything that's legal.