Both consumers and companies like Netflix already pay the infrastructure to transport those bits. The consumers pay their ISP to send and receive bits and the companies pay their ISP to send and receive bits.
The more apt analogy would be if UPS decided to make Amazon packages ship super slow unless Amazon payed extra fees to "upgrade" the shipping speed back to average.
That's not an apt analogy at all. Netflix connected to Cogent, which is one of the cheapest providers that still works (HE is cheaper but extremely congested). Netflix now determined that Cogent's connectivity to Comcast was insufficient, so they're connecting directly.
You could make the case that Comcast should have upgraded their peering with Cogent. That's the case in almost all of these disputes. But Netflix blinked first.
If you want to make useless shipping analogies, it's like Amazon ships using ABC to a rough wilderness. ABC uses simple cars that don't handle the terrain so they contract the local government to deliver packages in that area. You could say it's the local government's responsibility to fix the roads, or ABC's responsibility or anyone but Amazon's. Good luck.
The more apt analogy would be if UPS decided to make Amazon packages ship super slow unless Amazon payed extra fees to "upgrade" the shipping speed back to average.