If you try to make ISPs pay for connecting to you, don't expect your users to have a good time reaching your services. And it's difficult to have a "frictionles

If you try to make ISPs pay for connecting to you, don't expect your users to have a good time reaching your services. And it's difficult to have a "frictionless" popular service if your websites are the slowest ones around. To the contrary, the big sites want the opposite: they want all users to have as good connections to them as possible, which they achieve by being nice to ISPs.