This entire article is about directly paying for content, instead of having ad supported content. (Well, the article is arguing in favor of ad supported content, but the premises are the same.) This $230/year is, specifically, paying for content. There's no realistic way to collect and distribute this money, so it's posed as an addition to your ISP bill, but this isn't about paying for delivery.
Likewise, the charges for cable TV include their payments to the networks and studios for content. Local ads in the cable feed to your house don't directly pay for content. Just as your ISP injecting ads into your internet connection doesn't pay for content.
If there was a way to directly pay for content and ads were still used in addition, as the GP suggested, the motivator there would be greed. The content was already paid for and this has nothing to do with delivery.