"Net-Neutrality" is a good thing, but Google is only using it to achieve Monopoly on Internet Search all over the world. Once it crushes all the competitors and smashes all the barriers, it would then has another slogan to protect its monopoly.
Google does not want to pay for the web contents and does not want to be responsible for any adverse effects caused by "harmful" web content delivered by its search engine.
As to business ethics, do you think that Coca Cola has great ethics? It is common knowledge that long-term excessive drinking could cause tooth decay and diabetes, and it is potentially harmful especially to Children. Now in US the schools have banned the Coke, after many years of scientific evidence of causing health problems. But I believe that most of these quoted "expert" would assert that Coca Cola has great business ethics.
For a regular Joe, information is kinda like food or drink. Some of the information available on the Internet may have harmful short-term or long-term effect on the people. Google does not want to be responsible for that. It is government's job to identify, screen and filter the potential harmful information. One can always argue whether Government do too much or to little, but it is never constructive to question the importance of the role government has to play.
Internet is relative new things, many countries still do not fully appreciate the problem which harmful information could cause. That is why Google is currently enjoying "free ride" in many international market. But that would change, as demonstrated in recent cases in EU, Australia and Brazil. Those governments are more willing to ask Google to "police" the web contents it delivers and could hold Google accountable for any potential harmful consequence.
The trend has just started. But such trend, if unchecked, could undermine the very foundation of Google's business model. That is probably why Google is fighting with all its might -- help from State Department, Obama Whitehouse, hundreds media outlets, and thousands expert witnesses. The messages which Google tries to send in its recent dispute with Chinese government are less to the Chinese but more to the other parts of world -- EU, Australia, Brazil, Italy, etc....
I think that over time Google would lose this battle, since proper government censorship on the Internet information is as necessary, crucial and righteous as government regulation/restriction on selling sweetened soda product in public schools.