No clean answer...
There is some truth to the fact that FB and Google can and do collect so much more information about you that its frightening. So to be fair, the ISPs are at a disadvantage when you consider how FB and Google monetize this information.
HOWEVER... IMHO there should be a law that syncs both FTC and FCC rules and that both require OPT-IN for everyone who wants to capture my data. And they all have to explain how they use the information and who their customers are, for the data.
But hey! The news stories today are how senior citizens who are on Medicare are fighting with their Republican Congressmen about Obamacare. (Free clue to those outside of the US. If you're on Medicare / Medicaid, you're not on the ACA / Obamacare open markets and Obamacare is hurting you. )