The market *is* determining that at the moment...but not
in the
direction people expect. Instead, it's creating a new
market for
intermediaries; imagine you're an eyeball network that
happens
to have peering with SKB, and largely inbound traffic
flows.
Wouldn't it make sense for you to reach out to a player
like
Netflix, and offer to host content cache boxes that
happen to
only answer requests coming from SKB IP space, at a
price
well below what SKB was going to charge the content
provider?
As the eyeball network, you'd see your traffic ratios
balance out as the cache traffic filled your
under-utilized outbound
port capacity, and you'd get a bit of additional revenue
you otherwise
wouldn't get. As the content provider, you're serving
your customers
for a lower price than SKB wants to charge, and without
giving into
SKB's extortion tactics. It's a win-win-lose situation,
in which the
content provider wins, the eyeball network that has a
peering
relationship with SKB wins, and the only loser is SKB,
which
doesn't get the additional revenue it was looking for,
and actually
helps funnel money to a competitor that they otherwise
wouldn't
have gotten.
I'm pretty sure this is going to start happening more and
more,
as ISPs realize that putting content caches into their IP
space
to serve not only their own customers, but also customers
of
selected peers can be a source of good leverage in the
market.