It is a balance of ignorance. I really do believe most people don't know and don't care about net neutrality no matter how beneficial it may be to them in the most immediate sense.
At its core the net neutrality debate is a fight between media providers and transmission. It is clear to most tech literate people that net neutrality is a very good thing. Less clear is that media (including privacy) regulation is also a good thing.
The transmission side of the argument is clearly in the camp of the Republicans (as noted by campaign contributions) while the media companies (think social media and online advertising) is clearly in the camp of the Democrats (as noted by campaign contributions). The primary weapon in matters of media versus transmission is ignorance of the issue at hand.
The media side has very powerful weapons in that they control the content. If they fear regulation coming they can provide content to bolster their users. Think back to the SOPA legislation. These companies are largely unregulated and nothing scares them more than regulation.
The transmission side just has to be persistent to win their argument and hope they can hang on long enough to out last the patience and technical understanding of the public. This strategy has won wars and can easily win political arguments.
The transmission side of the argument is also fearful of regulation, but these guys have to walk a fine line. If they can dodge regulation because regulators are more interested in limiting online media then so be it, but this isn't the ideal outcome for these guys. Ideally the transmission companies would like a slice of that unregulated online media revenue, but it only makes sense if both media AND transmission remains loosely (at best) regulated. This requires a lot of careful political maneuvering and not upsetting political constituents.