Except most people are conditioned to pay for content on cable. Not so the internet. It will be interesting to see how many people would pay extra to their ISP to access Facebook.
It'll probably end up like most people's cable bill: a large block of charges that are mostly not understood by most people.
Also keep in mind that most services don't actually want to charge the ISPs for access to their content, they just want access. Facebook doesn't want to charge your ISP to reach you reliably, nor does Netflix, they just want to be able to do it.
Given that ISPs aren't charities, yes - the cost will be passed on. And the first time a major ISP agents in a dispute about the charges and access is blocked, everyone will know - look at the various ESPN/cable/directv disputes over the years.