That's how you start thinking it's okay to drop napalm and nuclear bombs on cities since "it'll end the war faster"
Anyone who doesn't subscribe absolutely to radical honesty or to a morality handed down by an all powerful being has to make these kinds of decisions in their personal life all the time and rarely do those decisions have as much impact as net neutrality. Large companies are made up of people and they shouldn't get a pass when they stand by and watch as when the very foundations of their industries are destroyed by extreme rent seeking just because they have shareholders to answer to, most of whom are in a far better position than the employees of the companies to jump ship when their investments don't behave like they'd like them to.
the culture employs special circumstances when the situation exceeds the moral capacity of contact.
or to put it differently, sometimes outside forces are so strong that you either let your ethics... be flexible for while or just disappear in the annals of history.
whether OP's particular action would be effective is a different question - bing, ddg or baidu would gladly jump at the opportunity if this wasn't coordinated.