So what has changed? Why add regulation if there hasn't been any proven need yet? In my opinion the bad PR is more of a threat then regulation

Verizon sued the FCC to force them to regulate in more legally enforceable ways.

That sounds like a good thing. I am not familiar with the case though so not giving Verizon too much credit yet

in 2005, the FCC unanimously adopted a set of what we would now call net neutrality principles to protect customers under the new "information services" regulatory framework. Verizon successfully argued the FCC couldn't enforce those principles under that system, so in 2015 the FCC reverted to the stronger "telecommunications services" framework.

ISPs' actions and stated intentions prove the need. Other posts go into the details, so I won't repeat them.

PR only matters when there's meaningful competition. For most American households, there isn't.