The amount currently paid by users (in terms of their bandwidth used for ads) massively exceeds the amount websites get for displaying those ads. If users paid

The amount currently paid by users (in terms of their bandwidth used for ads) massively exceeds the amount websites get for displaying those ads. If users paid directly, they would need to pay _very little_ to be outbidding the advertisers so much that it wouldn't be worth the effort to add an ad platform to your website. That's the incentive to not still show you ads.