Except maybe for a PR tidal wave so huge that anyone who opposes net neutrality is driven out of business, I don't see how you convince companies to go against their own interests.
That is to say, what you're saying is true, but typically (as long as the net is in sight) the best way to set yourself up to score a goal later is to try to score a goal now.
The approach is prone to local maxima, but I'm not convinced there can be another approach here. If you're not trying to win it all, then you're setting yourself up to lose.
They can't even score a goal now. The purpose of this within the US legal system is a pure intermediate play. And the when net neutrality doesn't get overturned as a result of this instance people will feel demoralized and hopeless.
This is being seriously mismanaged, and that may actually cause long term harm to the chances of saving (or restoring) net neutrality.
The big mistake being made is not explaining where the Congressional Review Act (CRA) approach fits into the bigger picture. There are several places along the timeline of net neutrality repeal where it in theory could be saved. The Congressional Review Act (CRA) approach is just one of them.
The CRA approach has almost no chance of actually passing both houses (it has a pretty good chance in the Senate, but because of the way the House is structured it would take a miracle there).
When you consider it in the context of the bigger picture, that's not a problem. Its role in the overall effort is to get members of Congress on the record, which might be useful later in campaigns for office. The public is broadly in favor of net neutrality and this support is very high even among Republicans.
That's probably not enough to get Republican voters to vote Democrat, because it is not high on the list of important issues for them, but it could be enough to get them to vote for more moderate Republicans in the Republican primaries or caucuses.
In sports terms, this is not a play to score a goal. It is an attempt to get better position to set up a later scoring play. But the people running these campaigns treat everything like it is a scoring attempt...and then when it doesn't score the people who participated feel like they failed.
That can discourage them, making them less likely to respond to later calls to action. Then they might not be there when it is time to actually go for a goal (e.g., get out and vote).