Economy of scale. For instance, Netflix has CDN boxes all over the planet, colocated by the ISPs. ISPs have to colocate them for free, because with net neutrality, they have to either accept the massive network traffic over their peering connections, or accept the box. Any smaller provider would need to pay for the privilege of colocation in an ISP's datacenter, and they'd also have to supply all of those boxes, that a company on Netflix's scale can easily afford.

Without net neutrality, ISPs would be free to charge big players like Google and Netflix more money, and that would leave a lot more room for smaller players to get involved. Getting "the same terms" as Google and Netflix is not always, inherently, a good thing.