That's what's really bothered me about this whole thing--Comcast and the likes have already mastered their phrasing, and that bodes poorly for public perception of the issue. I've heard the term Open Internet used in that context several times in the last few days, and I think it's a part of a concerted effort to paint preferential traffic treatment as making the internet more "open for business". The hope is that rosy phrasing will "help" Joe Shmoe decide that the FCC's proposal is pro-consumer and pro-openness. They're not using the term in some cynical attempt to say that it ain't so, they're trying to actively re-define and capture it to form a cohesive narrative.