The problem is that web pages aren't growing larger for no reason. Web pages are larger because audiences are responding to richer graphics; because of business requirements (ie: ads); and because of js frameworks and other libs that decrease the labor required to create web pages.

Those are hard things to change. How can a business giving up its income; or making it's website worse for visitors (by removing graphics)... possibly be a solution?

Certainly there are legitimate reasons for sites to get larger. But too often it's because of poorly compressed media and poor library/framework choices.

For businesses, it does come down to time and resources. If the users don't complain about the browsing experience then it's good enough.

Trouble is that most user never complain, they just leave and never come back (unless you're a major news outlet).