Yes, because ISPs are pushing this and they now have all their net neutrality abolishment and private protection removals in place, all that money can now go to all out assaults on Facebook, Google and any other competitors in the ad space.
Part of ISPs justification for removing privacy protections via bribes was to allow them to compete with Facebook/Google.
As seen with removing ISP privacy protections from the FCC to help them get net neutrality removed, ISPs don't give up when it comes to using their local monopolies and bribing their way into markets rather than competing with products built on it that people want like Facebook/Google.
Right now ISP money isn't being spent on innovation or expansion of their network capabilities, it is being spent to combat competition in areas they want to move into such as the ad network/tracking space, network throttling/data caps and more.
ISPs also want to be the implementers of the internet filters that will be arriving soon to be broad censorship and stifle competition [1]. They are also big on helping the surveillance state and will get shared data to use in their ad networks [2].
The ISPs are helping build the network that will be more like hotel wifi than the internet we know and love today. If the ISPs do one thing well it is stifling competition to create near monopolies because they don't like to compete building actual quality or products to compete next to market leaders, they bribe and use their local monopolies to get in.
[1] https://www.wired.com/2017/04/internet-censorship-is-advanci...
[2] https://en.wikipedia.org/wiki/Room_641A