I have never understood how it is fair or open that a few providers are allowed to hold the rest of the Internet hostage because they are popular. Why should downloading a random file be throttled because people like to watch YouTube in 4k on their phone? It seem reasonable that someone should pay extra for that, whether that is Google or the consumer. Unfortunately the Internet is very messy and manual, so the current solution is lacking but that doesn't mean that the problem isn't real.