For example, under the net neutrality rules Verizon was not allowed to favor Yahoo and AOL, which it owns, by blocking Google. In addition, Verizon was not be allowed to charge Google extra fees in order to connect to Verizon customers. Under the new rules, that type of behavior would be legal, as long as Verizon disclosed it. Some analysts say affected content companies could pass any new network costs to Internet users, and that Internet providers will develop new ways to market Internet service that could lead to higher prices.