They sell metadata. DNS queries, locations, apps using data, device info. Usually anonymized, but both unscrupulous and "better" providers do have access to your account and payment info.
They can't inject to the http response, but ad servers that work with the VPN or their data brokers can better identify the requester and serve better targeted ads.
If HTTPS were for privacy it would be called HTTPP. Security features tend to make things less Private, like how opening apps on a Mac makes it phone home for OCSP check.