STORY HIGHLIGHTS

Editor's note: Douglas Rushkoff writes a regular column for CNN.com. He is a media theorist and the author of the new book "Present Shock: When Everything Happens Now."

(CNN) -- This week, champions of the "open net" are decrying a U.S. Court of Appeals decision striking down an FCC ruling that required Internet service providers to be neutral in their restrictions on bandwidth.

The idea here is that giant bandwidth users, like Netflix or YouTube, will be required to pay access providers, like Verizon or Time Warner Cable, for all that video they're streaming to the likes of us. Maybe they'd even be able to buy themselves a special faster lane on the Internet for their traffic.

Of course, "open Web" advocates see in the court decision the beginning of the end of a free and egalitarian Internet. By striking down the provisions of what the industry calls "net neutrality," the court has also struck down an Internet provider's obligation to let all content through its servers. In theory, they can now legally pick and choose whose media makes it to its subscribers. Which would stink.

But this whole issue, and the instantaneous outcry associated with every move by a court or agency, is more complex than it looks on the surface. By casting this issue in such stark terms, those who would defend Internet freedom from the evil corporations may just be playing into the hands of other corporations whose designs on the Internet are no better.

Douglas Rushkoff

In fact it seems like just yesterday when nearly all the Internet's champions were telling government to stay away from the net. The Web was home to the revival of Ayn Rand and a new spirit of techno-utopian libertarianism. The idea was: The free market will cure any glitches along the way, as technology firms simply compete to bring us the best.

The 1997 Wired cover story, "The Long Boom," argued that the only impediment to technology-fueled economic growth would be the regulation of the marketplace. "Open good, closed bad. Tattoo it on your forehead." This became a credo of Silicon Valley and the net in general.

People acted as if the Internet just emerged out of culture, like a technological extension of the collective human nervous system, rather than a network that was meticulously planned and built by government and, yes, Al Gore.

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Wild West Web needs a sheriff