Can't have that if there is no competitive ISP you can change to, if you don't like this NN violating ISP.
Sure, but that indicates a need for competition, not net neutrality. As I said in another comment, even if it prevents some of the worst abuses by incumbents, net neutrality regulation isn't going to create more competition.
This analogy breaks down immediately, because Comcast is already getting Netflix traffic for free. There is no toll that needs to be subsidized, no charge that needs to be zero rated. Comcast is just blackmailing Netflix for protection money.
I don't think you understand the example. Mail carriers also get packages from Amazon for "free" in that sense. They don't pay Amazon for the right to deliver Amazon's mail.
It occurs to me that there is a difference in that the recipients of packages do not need to pay to receive them, whereas Internet users pay for access. There's no reason why mail services couldn't work that way in theory, though.
You do realize that this effectively sets up Comcast as the gatekeeper to the Internet? Do you really want Comcast to be able to decide what's on your Interwebz?
If the market was sufficiently competitive, then Comcast wouldn't be the gatekeeper. If Comcast behaved badly, people would switch to a different provider.
Not every instance of possible bad behaviour needs to be regulated.
That's even before we get into the fact that requiring to contract with Comcast before you can offer any online service is a barrier to entry and a competitive barrier.
We're talking about zero-rating, not "requiring to contract with Comcast before you can offer any online service". Those are completely different things.
So that's your solution? Screw the small guys?
My solution is to increase competition, actually. My point is that we don't penalize big companies for being successful by taking away the benefits of being big, such as economies of scale. The "small guys" have to compete as well and shouldn't rely on the state to reduce consumer benefit in order to make it easier for them to increase their market share.
Even if we start now, there won't be another option for years.
That's not necessarily true. For example, the FCC could do what Canada does and require ISPs to sell Internet access at fixed wholesale rates to resellers. Competition will spring up overnight.
There are many other approaches as well, such as blocking municipalities from entering into monopoly franchise agreements with ISPs, ensuring equal access to rights of way, and supporting municipal broadband.