Increasingly, the "if you're not paying then you're the product" saying is bunk. I am paying, almost $400 per month, for quite a few SIMs to be active on T-Mobile's network yet that's not enough. They have to harvest data about me for even more.
(Don't come at me with the "a company is legally required to take in all of the money it possibly can for its shareholders" bit. Nothing says a company can't make a reasonable business decision to leave money on the table.)