Consider the idea of paying for cable, and still watching commercials. It’s sort of like paying for the internet connection and still paying for the content. No thanks.
Advertisers used to be in the dark about which half of their money they were wasting.
That let the media guys (journos, etc.) get away with some stuff.
No more. Delivery is the word.
Every streaming service works this way.
You pay for TV to watch TV, you can't do anything else with it other than view it.
Sadly, this looks like it is going to be in future, see Netflix. It will even get worse when more content distribution companies start to argue you should not have to pay for the connection, as long as you only use their service, see "Free Basics".