Have you seen the new Burger King ad slamming the recent repeal of net neutrality?
If not, get ready to be misinformed and condescended to by a company with little interest in the policy they’re bashing, because that’s all that’s going on here.
Burger King has presented an “explanation” of net neutrality in burger terms.
Customers must pay more if they want their burger at a faster speed, pushing the narrative that without net neutrality rules, internet service providers will charge customers to prioritize the speeds of certain web traffic.
Ignoring the fact that internet policy has little to do with Burger King, this ad has some glaring misrepresentations and logical flaws they can’t get away with.
Prioritized Service is Bad For Business
Before the repeal of net neutrality, there was no restriction on internet service providers charging extra for prioritized web traffic. That was already a reality under net neutrality.
Let’s say Burger King were to try ridding the store of “Whopper neutrality” with real customer, not actors. What would happen? Every customer would take to Twitter to in outrage, damaging Burger Kings reputation. Worse, customers would take their business where the prices are lower. Money is the bottom line, which is why they used actors to keep the “outrage.”
That’s basic economics.
And for the record, not all items on the Burger King menu cost the same amount. To be served a chicken sandwich, a Whopper® or a kid’s meal, the customer isn’t going to pay one set price – the price is going to vary based on the product. If neutrality rules applied to Burger King, each of those products would cost the same amount.
What Burger King conveniently left out of its ad is net neutrality’s effect on smaller and more rural companies who want to compete with larger ones.
Net Neutrality Inhibited Competition
If “Whopper neutrality” follows the same guidelines as net neutrality, its regulations would be so burdensome that a family-owned burger shop wouldn’t be able to follow them. The smaller restaurant’s inability to compete with Burger King due to regulations ensures Burger King has it their way and rules the burger market. When the smaller shop shuts down, the consumer has fewer options and is stuck with the same old mundane burger.
Again, basic economics.
Here’s the point: net neutrality was burdensome and restrictive for the internet business. It had monopolizing effects on the market by creating regulations only the largest and richest companies could comply with.
Repealing net neutrality opens ISPs up to competition, which will drive innovation and better products for the consumer. ISPs will offer prices consumers are willing to pay, or they’ll lose out to their competitors.
* Whopper’ is a registered trademark of Burger King Holdings.