I suspect for most big players, net neutrality is a benefit, but they’re playing the game to keep the nerds on board. Amazon has the billions to buy access to any network they want, a little company can’t . In 2012, Amazon might have lost out to EBay. Today, having to pay for access might slow down upstarts.
Rule of thumb: don’t watch the things people say, watch what they do. Especially in politics.