I work at a small ISP and it only took about 2 weeks to get up and running with Disney and ESPN360. It costs us nothing (or next to nothing, I forget). The idea that this program somehow hurts small businesses is nothing short of ridiculous.
As the consumer I want to be able to choose and not have you do it for me. I have no interest in paying extra for what you may find interesting.
All I want from my isp is access to the net, let me decide what extras I want.