Just like anything in life, you can compare it to something else that "should" make sense, but doesn't. I see what you are talking about, but it would involve such a complicated mess that it would never get sorted out.
Qwest and ATT can do that because their system is based on a standard billing/accounting system. The internet has little/no standards. All kinds of formats, all kinds of content, and endless owners with many of them non-profit, and websites appearing/disappearing by the day.
The best way to compare to a real world analogy (that I can think of at 1:15 in the morning) would be that of an amusement park. You pay one fee to get in the door (read: your ISP connection fee). You can ride all the rides you want. You might not ride some of them, but you pay to ride them all. If you want the funnel cakes once inside (read: iHub), then you have to pay extra on top of the entrance fee.
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