The answer is incentives: if you're paying to retrieve data, why shouldn't they take your business?
If they send you the data first, then why should you pay them? If you send them the payment first, then why should they send it?
I'm sure there's a piece I'm missing, but have I missed something obvious?
AFAIK Filecoin uses payment channels so you probably lock some money, retrieve data, then unlock the payment.
If I pay you upfront for the first block, what stops you from then saying: actually I still want more money to start transfering the first block?