This issue has been around a LOT longer than the current administration. Its the system of internet delivery and revenue that's screwed up. As newspapers and others have found out, its tough to monetize the web when people generally don't like to pay for stuff on the web.
You've already got Google and Facebook, among others, who have built their businesses by hoovering up boatloads of data they collect about consumers’ online activity, both on their own sites and sites where they provide content or advertising. The collection and selling of information accounts for the giant market share those entities have amassed, almost 50% of the global digital ad market. (EDIT: FYI - if you click on a banner ad on Political Chat, Google finds out about it. The "AdChoices" service is a Google ad service.)
Google and Facebook had a cozy relationship with the Obama administration. Their primary goal for that relationship was to lobby to preserve the current rules that disallow ISP's from engaging in the very same data collection that they engage in. So, this rule change will allow ISP's to do what Google and Facebook have been doing all along.
At the same time, there's been a consolidation of ISP's in the market: cable / fiber infrastructure is expensive to roll out and maintain. So, if ISP's do jump into collecting/selling user data, consumers won't have many options to switch to competing providers.
One other trend - consumers are starting to turn to cellular as a broadband option as more service providers roll out unlimited internet options / pricing. Cellular ISP's are already collecting and selling user data. Example:
https://www.t-mobile.com/company/web...spx#howuseinfo