1: If given the choice between ads or payments, megacorps will always choose both. If the choice is between ads or payments or data harvesting, megacorps will always choose all three.
2: We pay for access to the internet. It's on the provider to decide whether or not that level of access is sufficient. If it is not, restrict access only to those who pay more, ala Netflix/Hulu etc.
If I choose to put a publicly open service up onto the internet, and people choose to use it, that shouldn't automatically entitle me to spy on them, shovel ads down their throats, track their every movement and human connection, and then charge them for the privilege.
If I found out there was a person I knew who was doing that, I would at least chew them out and exhort them to stop being a worthless piece of shit, if I didn't kick their slimy asses for doing it in the first place.
I'm ok with ads existing. I'm ok with paying for services that charge for their services. I am not and will never be okay with data harvesters, and if I ever meet one I'm going to tell them to their face that they are shit people working for a shit company doing shit things to innocent people and that they should be ashamed.
If I meet someone who puts ads into paid services, I will do the same.
In the meantime, I'm doing everything I can to cut those pieces of crap out of my internet life.