Telecom companies usually enforce a tiered service model to regulate the pipeline and eliminate competition, create artificial scarcity, and constrain subscribers to buy their otherwise non-competitive services. Many people believe net neutrality is crucial for the safeguarding of current internet freedom, and a lack of it would allow ISPs (such as Verizon, Comcast, AT&T) to fleece content providers (such as Netflix) and such additional charges would ultimately be passed on to consumers. So, ISPs want to manage internet access and charge customers based on their usage, which means that they will have the ability to pick and choose what consumers see online and then charge content providers. This could imply that an ISP such as Comcast or AT&T could block a service such as Google Maps and charge for their own.