> "Using your ISP's services is obviously technically easier and cheaper for them so why wouldn't/shouldn't it be reflected in prices?"
That's not what Net Neutrality is about.
Truly it's cheaper for, say, Comcast to send VOD data across its own network than it is for Netflix to pay for its own ISP service and the various peering agreements it needs to get its data into Comcast's network. So those differences in costs can be reflected in their respective prices and that's fine. [1]
Net Neutrality concerns come into play if/when Comcast is allowed to set additional arbitrary restrictions on competing services, to make its own offerings more effective. Either by deprioritizing Netflix traffic in favor of its own, interfering with packets connected to services or protocols it would rather Comcast customers not use, outright blocking competing services, charging Netflix an additional fee above and beyond what a non-competing service would pay for a similar amount of packets, or any number of other nefarious schemes that the operator of a network could concoct to degrade the experience of competing services or drive up their prices.
Net Neutrality isn't about taking away an ISP's home court advantage. It's about making sure they can't actively sabotage their competitors.
[1] Trick is: the difference in marginal cost is negligible compared to content costs. So there's no real room for Comcast to 'win' against Netflix on price-advantage alone. Further, Comcast's motivation to violate Net Neutrality isn't to advantage its own IP VOD service against Netflix, but to keep the price of all IP VOD services high, to avoid IP VOD from cannibalizing the profits they earn from broadcast VOD. (Which are priced high because US cable operators often enjoy a local monopoly.)
That's not what Net Neutrality is about.
Truly it's cheaper for, say, Comcast to send VOD data across its own network than it is for Netflix to pay for its own ISP service and the various peering agreements it needs to get its data into Comcast's network. So those differences in costs can be reflected in their respective prices and that's fine. [1]
Net Neutrality concerns come into play if/when Comcast is allowed to set additional arbitrary restrictions on competing services, to make its own offerings more effective. Either by deprioritizing Netflix traffic in favor of its own, interfering with packets connected to services or protocols it would rather Comcast customers not use, outright blocking competing services, charging Netflix an additional fee above and beyond what a non-competing service would pay for a similar amount of packets, or any number of other nefarious schemes that the operator of a network could concoct to degrade the experience of competing services or drive up their prices.
Net Neutrality isn't about taking away an ISP's home court advantage. It's about making sure they can't actively sabotage their competitors.
[1] Trick is: the difference in marginal cost is negligible compared to content costs. So there's no real room for Comcast to 'win' against Netflix on price-advantage alone. Further, Comcast's motivation to violate Net Neutrality isn't to advantage its own IP VOD service against Netflix, but to keep the price of all IP VOD services high, to avoid IP VOD from cannibalizing the profits they earn from broadcast VOD. (Which are priced high because US cable operators often enjoy a local monopoly.)