This is quite cringe inducing. It appears you are struggling to...

This is quite cringe inducing. It appears you are struggling to understand how the technology works. The SDK (software development kit) bifurcates the network traffic in a way that the data is not counted against the consumers plan. It's up to the ISP on what they would like to do with the bifurcation. They can exempt it, like Fios, or in the future they can allow a third party to sponsor that block of data. Data exemption is an umbrella term.

One of the problems you're having is that you're forgetting that this is on the mobile/cell data level. A decade ago we didn't even have app stores we have today!

Check your condescension at the door.