That's what non-neutral means. QoS is different, that's applications behaving themselves. BitTorrent, for instance, led to the development of uTP (micro transport protocol). One of its nicest features for torrent users is that it will slow itself down now in response to congestion and play nice with other network-using processes on the client side.

Putting this into the underlying connection like ATM did just means that you at least have to pick a default QoS and hopefully applications/systems pick a sensible assignment for the traffic. Rather than the default being to treat every connection as equal.