How is it unfair ? They are in a totally different business.
ISPs are providing a service to their users: the internet. Their users pay for internet access (not just a certain subset) and they decide that they want to use the bandwidth for Youtube or Facebook. 5mbps on a "cable in the snow" is 5mbps regardless if it's coming from Youtube or Netflix or some indie company.
I think my point is that there should be choice. If someone wants to pay for neutral 5mbps internet that is fine. If someone wants to buy a connection that is cheaper but throttles everything that isn't Amazon, that is fine too as long as they have a choice.
ISPs are providing a service to their users: the internet. Their users pay for internet access (not just a certain subset) and they decide that they want to use the bandwidth for Youtube or Facebook. 5mbps on a "cable in the snow" is 5mbps regardless if it's coming from Youtube or Netflix or some indie company.