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working closely with ISPs, helping them communicate the value of higher-speed connections.” The relationship involves an incentive system where YouTube rewards “ISPs that have products that are able to deliver HD…YouTube experience by meeting certain throughput guidance.” ISPs are said to be very supportive of the incentive system, whereby they receive payments from YouTube that offset the costs of marketing high-speed connections to their customers. However, YouTube’s partnership with ISP raises some important questions for net neutrality advocates. On the one hand, YouTube is providing funds to ISPs to prioritize marketing of the connections that give end users the optimum video experience. The firm is not paying ISPs to prioritize its traffic over any other traffic, so it does not breach the technical aspects of net neutrality proponents’ proposed regulations. Any traffic supplied to an end user purchasing faster connections will be treated identically whether it comes from YouTube, Netflix, or even the ISP’s own email servers.