What should Net Neutrality mean?

Just as the FCC is ready to repeal "net neutrality" Google and Amazon provide us with a dispute which brings up the question of what net neutrality should mean and how far it should go.

The regulatory definition of net neutrality is currently making sure that an Internet Service Provider (ISP) treats all traffic on its network equally. High bandwidth video gets the same priority as low bandwidth email. The FCC has proposed repealing those regulations, meaning that ISPs could give preference to certain services, charge consumers more for certain services, or charge the service providers (e.g. Netflix, Google, Amazon) more to attach to the ISP's network.

There have been recent arguments that we don't truly have net neutrality under the current regulatory regime because big Internet powerhouses (Twitter, Facebook) have been censoring content to fit their own political agendas. However, these arguments haven't gotten too much traction since those censored tend to be considered right wing racist hatemongers by net neutrality proponents (who tend to be more liberal in their politics).

Now we see a dispute which again calls into question the meaning of net neutrality. Amazon and Google have been fighting over Amazon's refusal to allow certain Google products to be sold on their website. So Google has announced it will not allow YouTube access from Amazon devices starting January 1. If this goes through, consumers who want to watch YouTube will need a non-Amazon device such as Google's Chromecast. And those who want to watch Amazon videos are out of luck if they own a Google Chromecast. So consumers who have been assured that their ISP won't block any network traffic discover that they're still out of luck because their devices can't use that traffic.

So where should net neutrality go? It's clear that just allowing equal access to Internet traffic won't provide equal access to the Internet. Internet providers and device makers are doing exactly the things net neutrality proponents are afraid of. So should we now regulate Internet device makers (e.g. Amazon Kindle, Fire TV, Chromecast, etc) to be sure they provide equal access to all content makers? Regulate social media since they have the power to silence some points of view (and who decides which viewpoints should be silenced)?

If the current net neutrality rules remain, will it really mean an open Internet? If they are repealed, will selective content from ISPs be any worse than selective content on either end of the network?