True, but I imagine it's more practical for a restaurant to deal with one soda provider. I just ate at a local Quiznos; they do Pepsi, I'm a Coke dude (preferably Cherry Coke Zero). But I know having 2 different providers, 2 different soda machine setups, that's got to be more hassle.
Google vs. Bing doesn't have the impact on an ISP that Coke vs. Pepsi has an a restaurant. If ISPs had to buy search service, we might well be looking at what you describe.
On the other hand, we already see favoritism for money; turns out Apple is moving from defaulting Bing to Google for search, and from
this article at Fortune.com,
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"Google was already the default in Apple’s Safari web browser, part of a deal that pays Apple
about $3 billion a year, according to analysts."
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Our line experience is already impacted by commercial interests, and that's been alive & well despite Net Neutrality regulation. While people can often change search engine usage, as I recently read in another article, defaults are powerful - many people don't change them.
Richard.