why should there be an option? is there some kind of moral imperative?

At the market there is one way to buy, I don't get to ask for alternatives to paying upfront. This (for lack of a better term) entitlement really puzzles me. In the physical world, if I don't like the terms, I leave and don't do business. But on the internet, when people don't like the terms they flout the rules and consume anyway.

edit: I think it would be ideal to have multiple options, I would rather pay directly myself than paying by watching ads. I just have a problem with justifying refusing to pay in the way the business wants, yet still consuming their content.