You are missing most of the point: ISP competition and tech competition are not dissimilar, and their placement in the product market is not dissimilar. They should be subject to the same regulations. But the tech companies pushing these regulations are strongly opposed to being subject to these same regulations.

Most people cannot easily leave tech companies easily, even if they believe they can. You actually can't leave Facebook, for instance, if you want to talk to your friends who are on Facebook. You can't leave Gmail without finding every contact and online account you have and updating your email address. (This is why AOL still has so much email!) Similarly, most people have options for ISPs, both wired and wireless, though it may be a worse service offering.