[vmarsy]

Which entity isn't paying exactly? Content providers have to pay an ISP to be connected to the Internet in the first place. That price is diffused through the whole network of ISPs through their pricing schemes in between each other. It eventually reach the consumer-facing ISP such as AT&T and Comcast.

Instead of like you who pays for something like 100mbps download and 10 upload, big content provider probably have a commercial contract more like 100mbps upload and download for each of their data centers.