VPNs for everyone?
Let's say that they want to slow down sites like TPB and Vodo while making Netflix faster.
Instead of "making everything normal and making TPB slow", which would be a bad for marketing and would be avoided by VPNs, they'll make "everything normal and Netflix fast", which sounds much better in marketing and you can't avoid with a VPN (if you use a VPN, everything will be the same, except for Netflix which will be slower).
This is the same thing that is happening with zero-rating in the EU: If you use a VPN, the only thing that happens is that you'll have limited traffic for all services.