But the consumers do see the cost. Download costs (especially for mobile) for the extra data. Longer time to load. Harder to read with ad's cluttering the page. Etc etc.
At the very least if this pushes publishers to convert 2nd and 3rd party ads to first party by (minimally proxying or caching) the delivery through their own site it will provide them with a better idea of the cost.
Moving more content to first party delivery allows protocols like SPDY to shine and optimize delivery. Faster and less bits (through compression.)
The message to publishers is take control of the data you want people to look at. Deliver it yourself.
The message to advertisers is to develop alternate mechanisms to ensure your ads are being delivered through first party sites. Ad blocking of crappy delivery mechanisms means that your choice is no ads or delivery as a first party ad.