Customizing the ads and spam is the first step, because that's what technologically feasible and makes business sense. Before long, they'll start "customizing" your search results even when you're not logged in, because your IP and search history gives the gatekeeper enough to decide what you should and shouldn't see.

Net Neutrality in the US was obviously gamed in favour of ISPs, telecoms and large corporations, and the population didn't lift a finger behind posting sanctimoniously on Reddit/HN, and arguing with each other about the semantics of free/un-free markets.