Transparency. I assume all providers already provide the required info. But it may be on page 23 of a 40 pg TOS that no one ever looks at unless they are planning a lawsuit of some sort.
No Blocking of legal content leaves a big loophole for blocking web sites that offer up copyrighted material either on purpose or even by accident. This loophole could allow ISPs to block Youtube or other sites that provide user contributed material. Now, given how powerful and rich Google is, we all know Youtube won't be blocked. But there are thousands of sites that have illegal content that don't have Google's clout that can be blocked at will - especially from mobile providers.
The No Discrimination rules is the "Full Employment Act" for all the lawyers out there. We can bet on YEARS of civil action over this one. Maybe the lawyers at the FCC put this one in to provide lots of lucrative work for their ABA brethren.