Unfortunately the US is the biggest market. So for businesses tou habe little choice but to play by the non-neutral rules.

Worse, China is the next biggest market, but the Internet in China is even worse as far as innovation goes (censorship etc.). Europe and Japan also have various problems as far as the Internet goes, due to their strict copyright laws and other innovation-stifling rules (right to be forgotten, etc.). I doubt China will change, given their totally different view of what the Internet should look like, but there is some hope.

Eventually some country or federation of countries will recognize the opportunity to grab some of the market once America becomes less startup-friendly. It may even happen in the developing world somewhere, in countries that are being mostly ignored today, taking the rest of the world by surprise.