And the site is voluntarily serving you their content.
Your cooking magazine argument is specious: you're not requesting the website pay your bills. The analog would be a magazine which assaults you with inserts, pop-ups, fragrance scents, a 90:10 advertising-to-copy ratio (and most of the copy is product placements), and charges you $10+ for the privilege.
Oh yeah: that's what they do. Which is why I don't buy magazines (with very rare exceptions).
What's next: let the cooking magazine pay your electricity bill, because you decided to try out their recipe? Let the cinema pay for your glasses?
If your memory, screen or CPU is precious, don't visit that site. You know the deal and you have a free will. Use it.