I was just one of many AT&T customers who received the now infamous 'throttling' threats.
In today's WSJ the company uncloaks their ultimate goal
Not unlike a toll-free telephone number, the cost of the bandwidth used can be billed to the provider
Once implemented, you could watch a Netflix movie via 3G on your tablet without it affecting your personal bandwidth usage.
This cost I believe will of course be passed on to the media companies customers one way or another, as they are now effectively paying for the bandwidth twice.