That's the new game in town. They spent decades hammering it into us that we need to pay for things, but now they've decided to wring every last bit of value they can obtain out of us in the process. They're using the indoctrination to pay for things in order to obtain power over us that money alone can't buy.
Paying them was part of a social contract which they keep adding more clauses to, whether or not we're okay with it. Just go back to piracy. If creators want to get paid, they can stop getting in bed with the fucking devil himself.