It's a self-imposed problem. Of course people will object now that they're used to getting a site's content for "free". The sooner those sites die, the better, IMO. If there are costs associated with creating the content, then it's a stupid idea to act like there aren't.

Sites and services that charge from the beginning, and/or offer a very clear value added payment option from the beginning are usually successful. Success being defined as self-sufficient without violating user privacy and whoring themselves to advertisers.