I think that similar exceptions extend to a TV network that's pushing its own products at you while you are watching the station. No consideration has been provided to push the ad, so you are in whatever ecosystem.
How do you know when you've crossed the line into abuse? Well, we have anti-monopoly laws for that. At some point an ecosystem becomes so big it's a monopoly that needs to be broken up, and after it gets broken up it can't self-deal across the broken pieces anymore. So just like we already have good legal infrastructure in place for figuring out when "consideration" has happened, we also have good (well, maybe not good enough lately) legal infrastructure in place for figuring out when a company is too big and too able to self-deal.