The bottleneck is due to the 95th percentile way of billing and the fact big content provider don't buy the bandwidth equally for everyone. Normally you peer (free exchange), if and only if you have almost as much in as out. If you have clearly more input coming to your AS than output, you are supposed to buy your internet transit, else your behaviour is parasitic.

Yes google buys internet transit, but not in Europa, they expect the users to pay for their free services when they are not north american, and they provide the "free VoIP" services this way.

Google, amazon are the problems, they don't assume the cost of their services and make it stand inequally amongst the users. Google is killing the cost model of ISP.

In this condition, how do you expect a sustainable free internet if you destroy the business model of ISP ?