It's a truth in advertising problem, not that they can't list the fees.
Consider if they try to put an ad in the newspaper. Up to x Mbit/sec for Y USD.
They would need to have a breakdown per census block.
You'd then suggest per zipcode? Right? Well, what if I told you that things like [city/county] Sales/Use tax don't break down cleanly on zipcode boundaries. And there are franchise fees. Fees charged by the municipality that get passed on to the customer. If municipalities don't actually break down on zipcode boundaries...
So instead, we then talk about internet ads. Users are supposed to be anonymous, in theory. Advertisers aren't allowed to have your full address and zip+4, right? Or how about mobile advertising, and I see a different price when I'm at work vs when I'm at home...
This isn't supposed to be a "defense of this crappy practice", but rather "this is way more complicated than the strawman you're burning."