[amelius]

We already pay these fees ourselves collectively because the advertising costs are incorporated into the price of products.

Plus we now pay an additional tax on top of it to Google et al.

Plus we pay with our attention, and with our data (as someone else already noted).

On top of this all, the near-monopoly of Google is forcing prices for ads up, and there is a vicious cycle where companies need to buy increasingly expensive ads to outcompete each other (or, to stay relevant). Which, of course, the consumer ultimately pays for.