Some business models are predatory societal negatives and should be done away with at a government level of respecting individual rights. Behind-the-scenes tracking and data brokering are in that class.
Regarding options, in the current model it is generally unknown to the user what is happening with their seemingly private, personal, and "lock icon" encrypted activities on a site. While some here might consider it a "fair exchange" to give up PII in exchange for website services, the vast majority do not understand or even perceive that, and it is not an informed exchange at all. It violates the user, both in the nature of the exchange and in the privacy implications. It is a type of interaction that should rightly be barred in the absence of understanding and explicit, intentional consent.