I do think it's vastly superior to preferential treatment for some traffic, which seems to be the most popular alternative. The one caveat is that ISPs need to be forced to be transparent about this. Often, with cell providers, it's "Unlimited 5G" advertised, with a tiny asterisk pointing to even tinier disclaimer text at the bottom explaining that they throttle your rates once you hit a (fairly low) cutoff. That type of misleading marketing undercuts the fairness of the offer.