That doesn't mean the hard drives can serve multiple 10Gb at once. And why would ISPs give them space, power, and cooling for free when every other colo'd box (including CDNs like Akamai) pay for that?
If the bandwidth savings generated by the box exceed the cost of hosting it, then take it. Otherwise don't. But AFAIK Netflix isn't willing to pay ISPs to take boxes that save the ISP money.
Nobody (sane) is trying to force ISPs to accept the boxes. But if an ISP refuses the boxes and they refuse to peer and they refuse to have uncongested transit... people start talking about regulation.
Also, a "negotiation" with a monopoly is often indistinguishable from extortion.
