Net neutrality would say no - they are a defacto utility and need to treat the traffic objectively and fairly without prioritizing their own at the expense of others.
Reprioritizing say ALL video traffic? Perfectly fine. Peering arrangements at the network link layer that would benefit some players due to locality and not others? Perfectly fine as long as they don’t do it explicitly to penalize a competitor (and even then probably fine).
Targeting certain services or protocols because they are a threat to their own products? Or asking for upsell money to get useful speeds for certain protocols not due to network management/bandwidth and handled objectively, but for revenue extraction? Not fine.
Would you like USPS or UPS to be able to charge you extra (the package recipient) to ACTUALLY deliver Amazon’s packages at the rate Amazon paid those companies already to deliver them, since they know you’re buying expensive things a lot and obviously have money? The extra load on their trucks from these packages is awfully expensive after all. Surely once a week deliveries will be fine for now unless you want to kick in? Don’t worry, the spam mailers will still be free.