Such a scheme would create conditions where only the very big companies were able to compete and gain larger shares of the marketplace leaving smaller upstarts in the dust. Moreover, only the wealthy would be able to afford the best Internet services or be "quick on the draw" to get online deals ahead of everyone else leaving those who can't afford to "upgrade" at the bottom of the heap.
Now, some might say a tiered system of Internet connectivity services already exists for consumers and they'd be right. However, this is deemed acceptable because at least consumers know they can upgrade if their economic status changes and they decide to pay for the faster connection speed. But the "pay-to-play" scheme would only leave the low-level services available to low-wage customers and high-level services only to the wealthy. The very nature of "choice and competition" would erode.