> the page content is desired by the user, creating a benefit

That doesn't mean there isn't by the OP's logic a moral imperative to not look at that content, due to the environmental impact. My point is that same imperative should apply equally.

> Just because someone tries to give you an advertising flyer as you walk by, doesn't mean you should take it.

That's a bad analogy, unless someone holding a flyer out pays for a service you consumed.