I think other comments have already answered this. But in the back of my mind I imagine if companies abused it much worse than they did, they would've gotten much more unwarranted attention, and it was already deeply hated amongst tech savvy people and ISPs are already some of the most hated companies in general. Taking advantage while they could have would have dug that hole yet even deeper and would only make it more likely that a law would be created sooner rather than later making it illegal, so it just wasn't worth the investment on any meaningful scale.