Like it seems they're in a classic innovator's dilemma situation, where there's a new thing that they need to do, but at least for the short-term, the new thing eats at their money-making monopolizing rent-seeking.
So like, refusing to be part of the revolution means they definitely lose, but giving into it also hurts, at least until we figure out how to generate 100B a year from AI. I don't know what the solution is but at least in the abstract, a subscription-based Internet is likely better than ad-based?