This is like saying that FICA is only a 5.65% tax because that's the amount of withholding people see on their paychecks. It neglects that the cost of employin

This is like saying that FICA is only a 5.65% tax because that's the amount of withholding people see on their paychecks. It neglects that the cost of employing a person also includes another hidden 7.65% that would otherwise go straight to the employee. What's likely is that either the users will pay and know that they are paying extra, or the users will pay and not know that they are paying extra. The second case already happens with credit card processing fees, and the costs incurred by credit card users are usually spread across all users. Of course, the providers could decide to just make less profit from now on, but that seems fairly unlikely to me.