"If you don't pay for it, you are the product." No one is being conditioned to accept continued incursions. Advertising is a necessary alternative to paid services. Always has been, and always will be. No, what's changing is that we, as customers, are becoming less willing to actually pay for anything. As such, we're getting what we've asked for.
Skype (real time video and audio, at least) is p2p. It costs Microsoft jack to run, except a few login servers.