This confused the heck out of me when zero-rating was being made out to be the greatest evil, and that the US should be more like the EU. But, at the same time

This confused the heck out of me when zero-rating was being made out to be the greatest evil, and that the US should be more like the EU. But, at the same time, half of the mobile phone ads I saw had zero-rating a specific service (facebook, usually) as the main selling point. e.g. "Top-up €20/month, get unlimited facebook access."