No one is the villain here, it's not that simple.

These are companies that respond to market pressures. Routing around the network operators (both figuratively and literally) makes a lot of sense for large cloud providers. Especially so if there are no network neutrality rules in place to enforce free access to consumers (as opposed to consumer ISPs demanding payment for pushing content to their subscribers).

Also, the content from Google, Facebook and a couple other cloud providers is what consumers actually want. I've seen internal numbers from a European mobile provider that show that >80% of consumer traffic is to/from either Facebook or Youtube. So are the consumers villains?