I agree with you to an extent, but if a multibillion dollar company like Verizon or AT&T face off against a small startup, the small startup, unless very well-funded and well-supported, will die out because they won't be able to afford cutting their prices.
Think of it this way. Pretend that some shallow girl wants to date someone. Say you and Bill Gates. You save up every penny for a month straight so you can take her to a pretty nice place. You plan to take her in your car to a cozy 3-star eating establishment with outdoor seating on a nice day.
Bill Gates has a team of servants find the best romantic spot for a dinner, and plans to fly the gal to that place (most likely a different country), giving her the best possible treatment the entire way, and possibly even a five-star reservation at a nearby hotel.
Who would win her affection? Bill Gates. Obviously. He is able to provide more for less effort than you can.
The same goes for big ISP's. They can afford to waste/spend more money giving their customers really good deals, early startups simply cannot keep up.
Now, it may be true that startups have more freedom now, but that freedom extends beyond just those startups. The whole purpose of getting rid of Net Neutrality is to remove restrictions from EVERYONE, not give people preferential treatment. It's to decentralize the internet.
Unfortunately, just due to the nature of things, small startups will still be up shit creek, just because the larger companies have more money to spend, have been around longer, and are much more experienced in how the economy works/how to run a business.
RE: Analysing Net Neutrality: Good Riddance