And everyone in the middle pays for it. Again, ISPs are forced to upgrade to deal with Netflix traffic. Saying that isn't the case and the market sets the price is willfully ignorant. There's a reason there are no more small ISPs available in the urban areas where they used to be plentiful (in the late 90s to early 2000s), but even if you keep pretending it's a series of tubes, someone has to pay for that capacity who isn't sharing the revenue.