I believe net neutrality is important because telcos are not the same as software companies. Anyone can theoretically compete with a software company; if you're a telco with billions of dollars worth of infrastructure and you're the only option for a huge chunk of the country, the only people who even have a chance of competing are companies of similar size (like Google).

For many people in the US, they're completely stuck with Comcast or Verizon and likely will be for decades to come (Google Fiber's complete roll out will obviously take a very long time). They either have to move, or suck it up.