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Initially, Amazon pays. Once the users are locked in - ISPs demand more money from Amazon. Of course, Amazon passes on these costs to the consumer in small little $1-2 unnoticeable amount. In the end, the consumer pays Amazon to have special access on the ISPs plus the ISPs to make money from Amazon despite no additional service or product.

The ISP connecting to facebook may not have any marginal cost, and if there is a marginal cost is it very low. So nobody or the ISP.

Facebook pays. And then owns the user.

So, ultimately it's still the user who pays. But he pays relatively more, because now there is less competition (leveraging the network/access to acquire and retain users).

Yes, it's a clever way for Facebook to boost their numbers tremendously by giving pipe to people, then counting them as FB users.