1) more stateless mechanisms will be used (lw4o6, MAP) - which do not give the entire IPv4 address to residential users => so even if the service has an IPv4 address, the clients might have to go through the hurdles to get to it.
Service providers are planning to go IPv6-only, and content providers already note that IPv6 gives a double-digit performance increase compared to IPv4 [1]
2) The residential ISPs will debundle the IPv4 from the cost - given that a lot of the sites average consumer needs (google, facebook, youtube, netflix) are already IPv6-enabled. For this case, you will not be even able to see that something is "wrong". Just the users will click on the link, see it's not reachable, say "huh?" and move on.
[1] https://www.youtube.com/watch?v=EfjdOc41g0s - 1h12 well spent.
4.3 billion IPs x $12 per year = $51 billion. If the average cost to actually hold an IPv4 address was even $0.10/month, we would not be talking about IPv4 exhaustion.
My point is, as long as you're willing to spend $12/year just for the IP address, there will be a long line of people happy to sell one to you. But $1 per month for a routable address is at least two orders of magnitude more expensive than network architects are aiming for.