The customers will pay for this in the long run.  Just like taxes, it will be passed on. 

snip~
The Federal Communications Commission on Wednesday proposed a $100 million fine against AT&T, accusing the second-largest U.S. wireless carrier of misleading unlimited-data customers about possible slowdowns in download speeds.


In announcing the decision, which AT&T says it will "vigorously dispute," the FCC said the carrier offered what it called unlimited data plans without sufficiently informing its customers that their Internet speeds could be slower than normal in some cases, a practice known as "throttling."


more @
http://www.cnbc.com/id/102766754?__source=xfinity|mod&par=xfinity

It was my understanding that throttling is illegal, a form of theft anyways.

That said, you are right. Any fine, will be passed right on to the customers, in the form of plan price increases etc...and new charges for service you didn't ask for, or were getting for free too.