What worries me about this trend is that I don't think the free lunch can end without websites/services getting in bed with the ISPs. Having to deal with hundreds of subscriptions to websites/services is just not going to fly with your average consumer. I highly suspect what will happen is that your ISP will negotiate with websites/services and offer up bundled tiered Internet packages like they do with cable TV. Should that prove to be successful, that will mean the end of the world wide web as we know it. Then again, that may not be saying much as the world wide web as I know it today is not the same one that I knew even 5 years ago.