imagine if electricity companies charged you for powering your appliances based off what brands they were
This is basically at the heart of why net neutrality has to be a thing. Some industries
have to be monopolies. It is neither economically viable nor wise to create an environment where everyone, from city centers to rural towns in Appalachia, has their choice of ten highly competitive ISP firms.
The fact of the matter is that ISPs should still remain monopolies for most places, but we should make rules that prevent them from exploiting their status as a natural monopoly to further their bottom line at the cost of public good. Stuff like regulating what kinds of prices they're allowed to set, and making sure that they can't price-gouge you for popular services.
If they could they would.
Bingo. Hence the need for net neutrality and laws about running public utility services.