In a stunning example of hypocritical corporate Doublespeak, the pair ‘call for’ equal treatment of most Internet traffic while at the same time saying ‘fast-growing cellular networks and yet-to-be-developed broadband services’ should be exempt from such restrictions.

The key word above is ‘most’ because that clearly is a broad and lax interpretation of what will happen. The fact is they have approved a free-for-all in the two sectors that are growing like topsy: mobiles, and added-value broadband apps and services.

And also remember: you can leave the speed of the rest of the net exactly as it is and still ‘keep your word’ (in the odd world of Google) because in the future the growth broadband sectors will get much faster. This is almost precisely what The Slog forecast late last week.

Despite the clumsy sleight of hand in the wording of the announcement, these new proposals are in diametric opposition to the Federal Communications Commission’s recent proposals on “net neutrality” rules – that is, to 100% ban all companies from giving preferential handling to certain types of online traffic.