The problem doesn’t seem to be a fee added to specific services, but a lack of fees for popular services. For example, if Comcast said you can use 200 gigs of internet a month, but all YouTube data is free, then it would give consumers an incentive to use YouTube. Then, when a new program comes out, lets call it TouYube, no one will want to use the program because its usage adds up to the data cap. Even if TouYube is vastly superior to YouTube, it will still struggle to gain a userbase because of fees that aren’t added fees, but are ones that have been taken away for more popular services.
Net neutrality isn’t also inherently about added or subtracted fees. Until Tuesday, net neutrality also protected against allocating more bandwidth to a website, and blocking of websites by service providers. Without net neutrality, Comcast could block Verizon’s website, making it impossible to look at Verizon’s offerings, and keeping customers with Comcast. Alternatively, Verizon, being a Christian based organization that promotes family values (no idea if this is actually true or not) could decide that they didn’t like pro-choice websites, pro-gay rights websites, or any other websites that go against their beliefs, and either block them, or throttle the bandwidth to these websites, making them incredibly slow. When multiple different ISPs start to do this, then there is no other alternative to turn to for some people, especially people living in areas that only have 1 or 2 ISPs.
Finally, we can already see a bit of this happening. The previous net neutrality laws did not apply to cellular providers. Because these laws did not apply to cellular providers, they were free to block applications from being seen in app stores. For example, Verizon has previously blocked tethering apps from showing up in the play store, and AT&T has previously blocked the Amazon App Store from showing up in the play store.
Edit- If anyone is unclear on some of the concepts and possible effects of Net Neutrality, just ask me. I’m fairly familiar with the subject, I wrote a 20 page paper on it once.