You, as the consumer, aren't making the choice. The ISP is picking which companies get the privileged position. It is in effect king-making certain services.
You're being deceived. The price you pay is either baked into your monthly bill or comes in the less tangible form of reduced competition for those zero-rated services (i.e. startups have a much harder time entering the stage).
As a European: T-Mobile is charging companies for their music zero rating. If you love paying twice for things it might be a good thing. Zero rating is crap.