But who's paying for the bits to be transferred? Neither the user nor the site. The ISP is paying for it themselves. And where do they get the money? From users

But who's paying for the bits to be transferred? Neither the user nor the site. The ISP is paying for it themselves. And where do they get the money? From users paying for access to other sites. So, ISPs are taking the money from (users paying for) site A, and using that to subsidise site B. This is a blatant net neutrality violation. A neutral way of doing this is to offer the site the option of paying on behalf of the user, at the same rate the user pays. Offer the same option to all sites at the same price and subject to the same terms. Allow this to be resold, so that CDN-like companies can spring up that allow a company to reach all users in India (or the world) without having to sign up with multiple ISPs. That will be a level playing field.