And that is the conundrum here I think. It's very difficult (for me) to reconcile "NET NEUTRALITY!! PROVIDERS SHOULD BE DUMB PIPES!" with "Hey providers, this company is trying to do something sketchy, you should take action to stop it from working."
Reselling bandwidth/access to your residential internet connection isn't (to my knowledge) breaking any criminal LAWS. It's only violating the ToS between you and your provider, to which they have a remedy of canceling your account if they decide to. (Maybe there's civil action there? I dunno.) So for anything not violating laws I'm not sure I want ISPs interfering with traffic at all.
On the flip side, maybe ISPs can be pragmatic about this, and send warnings to people who may start using this..."service". Give them a heads up that they appear to be doing something that is in violation of the ToS, and if they continue, their account might be canceled. Be a nicer method than just 0 to canceled in one go.