That's what we're seeing with Youtube for instance: your choice is to pay Youtube's price for Premium (litteraly paying to not get bullied), sit through all the ads in the world, or get three strikes after playing the ad-blocking cat and mouse game for long enough.
Of course you're still free to go somewhere else, in a world where even public guides and presentations will often be pushed on youtube only, to alleviate for the bandwidth costs on standard web services.