In some ways (not all ways, corporate greed also plays a part) this is just a byproduct of our own self-entitlement, a monster of our own creation. We expect to get so much for free nowadays as far as online content is concerned and yet we forget that all the backend services have to be paid for... so they put in ads to pay for them... and we block them with ad blockers... so they have to put in more unskippable, mid-roll ads... and we block them... so they have to charge a subscriptions, and we hack it or share passwords.... so they have to put the prices up...etc etc etc...
The developers, the machine room leasing, the server costs, the maintenance costs, the upgrade costs, the electricity costs, all the people performing these tasks... this all has to get paid... and every year everyone wants a pay rise.
Yet we still think we should be given this stuff for free and resent having to watch a few adverts in order to pay for it?