On day -1, the price of unlimited (or "very large cap that no one notices") bandwidth is based on average usage cost (which is really small, as there is nothing to do). On day 0, Netflix is released, and now there is something fun for a large number of users to do with an obscene amount I bandwidth. This violates the pricing model set by day -1.
So, on day 1, either: 1) the price of bandwidth for /everyone/ needs be drastically increased, 2) the people using "excessive bandwidth" (and who are now likely in "negative profit" category) need to be separated and shunned (poor incentive), or 3) Netflix needs to include the bandwidth their service is driving in their price and send it to the carrier.
Of course, we could 4) bill people for what they actually use (specifically, not over-billing some and under billing others, all the while hoping the numbers work out), which is exactly what the article is asking for, but it is important to realize that that isn't what we do now, so it should only be surprising if carriers did /not/ ask developers to chip in for bandwidth.