You don't need to control the communications link if instead you control the users gateway to that link. Their is a company who has figured out how to do that. It has designed a product so desirable that users were prepared to give up control over their gateway to their communications link in order to get it. The company, set up a system which allowed them to choose which third party applications could run on their gateway. And take a 30% cut on any people attempting to make money off producing applications running on the communications gateway. The company started blocking the most common form of multimedia content available on the communications link, not by blocking the data on the communication link but by not allowing the application used to display that content. If this company gains full control over our access devices for the communications link, Net Neutrality will be powerless to stop them, because they don't control the link just our gateway to access it. This company has a name. It is Apple

@David W Your friends obviously have not tried Swipe on android. You will be surprised to learn that the current texting world record is held by an android phone the Samsung Galaxy S using Swipe and not by an iphone.