Having a Tata Photon+ wireless (EVDO) connection, as well as an MTNL (Mumbai) broadband and a local internet provider (Hathway) in my home and/or at work, I haven't seen this in action. I am not sure whether Airtel and Reliance have any vested interest (far be me from it!), but Reliance is also the owner of BIG Entertainment and BIG Pictures (both owned by the younger Ambani), and the Mittals of Airtel have tied up with BigFlix. In other words, this may be a net non-neutrality move, not the first of its kind.