Actually, you can't create your own ISP. In most US cities, the phone corporation and cable corporation are given a monopoly/duopoly over the "last mile" to your home. It's illegal for someone else to lay down cables and start a competing ISP business.

That's the real problem with network neutrality. If the big ISPs want to stop supporting network neutrality, saying "we own the cables", then the law that gives them a monopoly should also be repealed.

The "free market" can't handle the problem when the government gives someone an explicit monopoly. If the ISPs were a legitimate free market business, it would be fine.

Prediction: As with most everything people want to give away, the ridiculous "internet is a right" argument is about to blow up. It's the quickest path to deride those who disagree with you and elicit guilt, no matter whether it makes sense. It's been misused for many, many things already; no reason for them to stop now.