It makes perfect sense from a control freak point of view.
Net neutrality is the fairness doctrine for the internet and nothing more. They don’t want to lose their ability to silence you.
Progressives always want to have control, and net neutrality is their internet vehicle. They’ve done a fantastic job of convincing people that this is about something else other than control, you even see people on conservative websites talking about how we have to protect the internet from “the corporations” which is insanity.
Net Neutrality takes the power to censor away from the googles and gives it to the FCC. Progressives were all for that when they controlled the FCC and the courts.
But now ask Progressives if they want the FCC to have the power to censor when Trump will have control of the FCC and the courts?
Second, the industry is motivated to save money on infrastructure on streaming video. If their customers all use netflix and all stream different HD at the same time, they simply do not have the BW to support that. So they throttle and try to move people into their own network servers. But streaming video is mostly crap. No use pretending that it is part of a first amendment ideal when in reality it is part of bread and circus. The government would like to pretend that the bread and circus is now a human right.
Third, most regulation devolves into a money grab by trial lawyers. The real driving force behind Democratic attempts to regulate internet is class action suits by "aggrieved" parties who wind up with a $5 off coupon while the lawyers collect millions.
Lastly like you say bureaucracy is all about control. Starts out looking benign with relatively minor control. Ends up with the 5000 person bureaucracy performing studies on network fairness in the ethnological dialectic.