I disagree. The "average" user nowadays knows or at least has heard of the problems with fast food. There have been numerous campaigns about eating healthy and as many people who have done the transformation from an unhealthy full of junk food diet to a healthy one with exercising can attest the benefits are there.

We need similar campaigns for an ethical internet. People need to understand the problems with the current options and be offered alternatives as good as possible. At the end of the day we can't force companies to behave "ethically"( whatever that means depending on your definition) so a decentralized options will be a better one.