It doesn&#x27;t matter that the customers are requesting it or if they want it.<p>I request my Amazon package, but amazon still pays for delivery--even if amazon charges me for the shipping, UPS or Fed Ex get paid by Amazon.<p>The internet works sort of like that, except small ISPs will still pay to receive since their network doesn&#x27;t interconnect with everyone else. ISPs have always charged CDNs for access to their network.<p>As a practical matter, not all traffic is requested. Which is one reason that the receiver shouldn&#x27;t pay. Also, big data centers sending massive amounts of data are the in the best position to negotiate good rates and be efficient. It makes sense to lay the cost at their feet.