Users are already getting value for their data - the product showing the ads. People have a choice in whether they want to use gmail and get a free best-in-class email client, backend storage, and worldwide access to their email. The trade is that they're participating in an ad platform that is required to build this infrastructure that is on a never before seen in the history of humanity scale. Of course Americans and Europeans think it's totally fine to charge a five to ten bucks a month for a service like that, even when it would mean forcing the growing lower classes, second and third world countries, and the tech illiterate to use unsafe and frankly dangerous alternatives. Ads are a communal investment that allows us to provide services to people who can't afford those services.