Because it's not really a nonsense. It's an asymmetry in the multiple places. We can turn it around and say, let's customers (eyeballs) pay zero and content gen

Because it's not really a nonsense. It's an asymmetry in the multiple places. We can turn it around and say, let's customers (eyeballs) pay zero and content generators pay all the expenses. By asymmetry I mean that -who's calling who? With telephone it's established practice that one who calls pay, and what works. With traffic we may pretend the same thing, one who sends let say GET - pays, but that super complex technically. Another option is to pay only by outgoing traffic, that eliminates doble dipping. So in this case, because of asymmetry most of traffic should be paid by Google. Alternatively, let's pay by incoming - in this case customer pays a lot and Google nothing. Tables turned in case on Backblaze - customers should pay zero. I love bashing ISP like other guy, yet situation is much complex then we a tryong to pretend it is.