The loss would be if say comcast decided to charge a fee for speed or placement on sites they control they could slow down access to the site. A fee could be an issue if it is large enough. Placement matters more if there is heavy competition but that really isn't the case. Or the company could refuse access to end users if they simply didn't like it. No, that probably isn't likely but net neutrality would ensure it isn't possible.

If comcast limit access to a site it would effect google results because there are less hits.

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