I don’t accept the author’s trade-offs. I can have plenty of gratification and personalization on free services like reddit, HN, and Wikipedia, all under semi-disposable pseudonyms which accumulate data, but which I don’t feel threaten my personal privacy much, if at all.
It’s Facebook and Google’s fussiness about real names and identities (and desire to become something akin to ultra-invasive credit ratings agencies / the next Equifax) that’s the new part about commercial surveillance, and that creates these trade offs.