Won't broadband companies compete to offer the most access at the fastest speed?

NY Times:

Sweeping Plan Would Overturn Equal Access to the Internet

• The Federal Communications Commission plans to scrap net neutrality rules requiring broadband providers to give consumers equal access to all content on the internet.
• A rollback of the regulations would represent a significant victory for broadband and telecom companies like AT&T and Comcast and would amount to a strike against consumers.

I think competition by providers will take care of the concerns of those who have been pushing net neutrality.  There is already competition by cable companies that claim superior service to telephone company DSL offerings.  Any company that tries to restrict access will automatically be targeted by competitors who will offer more for less.