How do Prop Firms Avoid Insane Data Fees?

Here is the shift that has happened:

1 Exchanges have transition from just collecting exchange fees to collecting exchange fees and very large data fees. (big cost increase for traders)

2 Brokers have transitioned from running a simple commission collecting business to a business that relies more on charging margin interest and selling order flow. (big cost decrease for traders)

Difference between #1 and #2 is exchanges are monopolies and brokers are not.
Sorry for diversion in topic trying to understand how the "selling order flow. " works? If everything is supposed to be going to the exchange directly with national Best Bid Best offer and specially for futures there is only one exchange for one product then? I mean what is the mechanism
 
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