Net neutrality is supposed to mean that all content on the Internet is treated equally by carriers, but wireless carriers are finding ways to push the envelope.
In the latest example, AT&T is lifting wireless data caps for customers who also subscribe to DirecTV or U-Verse, meaning those customers can watch life or recorded shows on their wireless device without burning up their monthly data ration.
To take advantage of it, you'll need the latest DirecTV app, already available for iOS and coming soon for Android.
Verizon, meanwhile, has added NFL mobile service to its Go90 short video service on the "zero rating" list. Verizon Wireless customers can watch either without eating into their data cap. But be careful! If you gorge on ESPN or YouTube, it's a different story -- each digit will count against you.
You can thank T-Mobile for starting all this with its Binge On service, which offers zero data usage counts for a long list of video attractions.
It's basically a marketing ploy intended to encourage customers to load up on services from the same provider -- to get both wireless and satellite or cable TV from AT&T or Verizon.
It's a sore point, though, for consumer activists, who say that while the zero rating deals may be technically legal, they violate the spirit of net neutrality. They're pushing the Federal Communications Commission to clamp down on the practice, but so far the FCC has apparently found nothing actionable about it.