This is one of the better articles on the subject, not written in inside-tech-bubble terms. I think they also describe something we may call "obfuscation of power": formally you can opt out, in practice you cannot, and people who have power over you are lost in a soup of legal entities. So first, you are alienated to face surveillance alone as an individual, taking all blame for losing your freedom because you "chose" it. Second, it's hard to even name the surveillers (one of the 500 "trusted partners"?). There's now a parallel discussion on AI black boxes which can further serve similar purposes. ("It was not our decision, some AI did it".)
The sooner it will be commonly framed as a question of freedom (i.e. absence of arbitrary power of other people above you [1]), and as a question in the interest of society as a whole, the better.
[1] I'd take the opportunity to plug Quentin Skinner's "How should we think about freedom", "A genealogy of liberty" or a similar talk, where he challenges the tradition of understanding freedom as absence of direct interference. I think this stuff would be beneficial for politics nowadays.