The huge amount of social change -- instituted by the companies in question and others -- would have been science fiction or fantasy just 20 years ago. We've never dumped the personal details of billions to each other like we are now. People can wave their hands around and say it's good, or that it's bad, but we simply don't know. We do know that it's big. One of the biggest changes mankind has had in social structure and it's just happening simply because most folks haven't thought through exactly what they're doing when they participate in various forms on the internet. It's free, so they think it must be harmless.
Ironically, we could end up taking an old slogan and changing it around it for new usage: "Freedom isn't free"