Sometimes, companies just can't take a hint. The always on-going pursuit of profit can leave many companies embolden even in the face of multiple rejections. The latest Net Neutrality case is the perfect example. The Federal Communications Commission has already determined that the Internet is a telecommunications service, and thus must remain “neutral” in regards to data transmitted.

That hasn't stopped ISPs from fighting the FCC's decision in Federal Courts, however. ISPs are hoping that Federal courts will side with them and overturn the FCC's ruling.

If internet-service-providers had their way, they would create slow and fast lanes on the web. IPS's could, for example, extort fees from companies like Netflix (which would then pass costs on to customers) in order to transmit data. In a perhaps even more unsettling (hypothetical) scenario, ISPs could begin essentially excluding smaller websites who simply can't afford the needed tolls from the fast lanes altogether.

Currently, customers can simply pay for data plans, and in most cases manage their own data caps.

With net neutrality, consumption of online media remains largely uncensored and the choices are left up to the people. If ISP's have their way, it could soon be Comcast or Time Warner deciding which content to present to you on fast lanes, and which content to throttle with slow lanes.

ISP's fighting a battle they've already lost

ISP's have already lost their battle against net neutrality in courts. That hasn't stopped them from trying, and trying again, however. The most recent efforts to overturn net neutrality come after ISP's already suffered a broad and sweeping defeat in the D.C. Circuit Court.

Three judges broadly rejected the appeal and sided with the FCC.

Now, ISPs are trying to force their case to be heard by a wider number of judges in the D.C. District Court. It's unlikely that the District Court will reverse its decision, but another round of court arguments will consume more precious resources for the already resource short FCC.If nothing else, ISPs could be trying to wear the FCC out and force capitulation, or at the very least, concessions.

Why you should care about net neutrality

The loss of net neutrality could potentially affect every internet user.

ISP's are increasingly involved in the creation and distribution of content. Verizon just paid $4.8 billion dollars for Yahoo!, a declining but still popular content website, and already owns AOL. Comcast and Time Warner both maintain huge collections of video content, and are increasingly looking to get in on the streaming action. Comcast even owns a chunk of Hulu. On and on the list of ISP owned content sites and libraries go.

If ISPs are able to create fast lanes and slow lanes, you can be all but certain that their own content will be given access to the fast lanes.

Competing websites, on the other hand, could be forced into the slow lanes, or forced to pay extra to gain access to the fast lanes.This means ISPs will be able to control, or at least influence consumption. If your favorite websites are forced into the slow lines, you may find yourself switching over to the content websites favored by your ISPs.

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