I don't know the right answer, but I think the issue is more complex than the typical Netflix-good/ISP-bad dogma which is usually all I see in response to it and seems to be driven more by consumer sentiment for the respective companies than anything else.
If ISPs can't afford to upgrade their facilities to handle streaming video at the current rates, why do you assume ISPs would just raise the price of all plans across the board rather than create "streaming video" plans that cost more?
This argument is over whether or not non-Netflix users will end up subsidizing Netflix watchers.
The bandwidth needs to be paid for, at the end of the day. The only thing anybody is arguing about is how the balance of payments work out.