Imagine you are paying for a plan you can afford, but its rate limitied/set to a certain amount of data - what portion of that data allotment is consumed by ads and ad overhead on every single site you visit.
So the data bucket gets consumed, but say ~40% of that data consumption is actually content you are seeking to enjoy/read/consume
so 60% of your bill is also effectively going to pay advertisers to see their ads on your devices.
So its either a tax on the viewer, or it theft, or its both...
Do you recall when "cable TV" came out - and they touted it as "ad free, because you're already paying for the service"
This is what CNN built their entire premise on... now look at them. ads and commercials is the ONLY thing they do.