[gervase]

The biggest problem with terms with a positive connotation is that both sides will claim them.

For example, Comcast will simply say "we support Open Internet" with the implication that "Open" in this context means "We can do whatever we want with our own lines.", i.e. complete corporate freedom. This deliberately promotes confusion, and then whoever has the most money wins.

In my opinion, the biggest problem is that this topic is relatively more technical than most people are used to understanding, which makes it very difficult to convey the various ramifications without over-simplifying.