Advertising is expensive enough without forcing e-tailers and other web companies to get into a price war with one another over which networks will give them preference or exclusivity. One of the great boons of e-commerce is that it allows even private individuals with limited funds and little or no overhead to sell their products and services, but making it so that only the giants of the internet can be opened by a browser?

Allowing large network companies to promote certain sites over others would be no different than Wal-Mart paying the Yellow Pages to put a huge Wal-Mart advertisement on every page in the book dealing with clothing, automotive care, crafts, optometry, groceries, photography studios, pets, hunting gear...