Reflecting on my motivations, I would say 90% of my support comes from the signal of Comcast squealing about it, and 10% comes from WMF and EFF support. Which I grant is arational, but it's probably a major driving force behind much of the support in the tech community.
So, to opponents: you're likely to have a more effective argument if you can convince me that this isn't correcting a government-guaranteed fiefdom of monopoly power to Comcast, and that the political forces opposing it aren't pawns of Comcast.