Earlier quoted context omitted.
That is not going to happen. The onus is not on the consumer, it's on the service provider. The service provider may transfer the costs onto the consumer but Comcast won't directly charge the consumers a premium. That would be a bad move and Comcast would lose out its customers to competitors.
The reason Comcast would rather have Netflix pay than pass those costs to consumers is because they don't want to make net neutrality any more salient for consumers. If Netflix pays Comcast then it goes mostly unnoticed by the average person. If people have to start paying then the people screaming for net neutrality will start to scream louder, and Comcast really does not want that. It's not about competition with o…
Netflix isn't just going to absorb those payments, they'll have to pass them along to customers. Customers will want some explanation for why their bill is going up . And if Netflix's per-user costs become substantially different at different ISPs, they'll have to start thinking about ISP-specific surcharges...