We're actually really lucky in the UK, we can use any ISP (in the uk), no matter where we live and not be penalised for it. The Gov made this even easier when they took away BT's monopoly and allowed ISP's to use BT's equipment. (in those grey boxes on the streets).
In a lot of America, places only have one ISP, meaning there's no choice. So if that ISP decides to do what the other pps have talked about, it basically holds the users to internet ransom as it were.
I have friends not far out of Huntsville in a town that only has one ISP and it's always been a struggle to even get decent support and/or speeds. So, say for example if another ISP started up, and my friends wanted to visit their website for info, the current ISP could legally make it so that the new one wouldn't load, leaving my friends totally stuck with that one ISP. (A bit simplistic but true nonetheless)
Over here, ISP throttling was highly hated by ppl, and the Gov finally did something about it. Not so in America, and with this recent ruling things will only get worse if it actually gets going.