I realized a while back that a hidden factor behind the rise of the "you are the product" model could be inequality. There may not be enough purchasing power remaining in the middle class to sustain honest straightforward business models, causing businesses that mostly market to the middle class to look elsewhere.

In particular they are looking at ways to get more money from corporations, wealthy individuals, and governments, all of whom are totally flush with cash. Thus we have surveillance capitalism, which is about marketing the customer as the product to the people who actually have money.

I realized this as my own income has increased a bit in the last decade, and I'm finding myself perfectly willing to look up-market for products that among other things have stronger security and privacy guarantees. In many cases this means buying "business grade" networking gear, flat panel monitors as TVs, DIY home security surveillance (Blue Iris + business grade cams), etc., and all those things cost a lot more up front. Then I realized I was buying privacy, and that privacy is now a privilege for the upper middle class and above.

The solution to surveillance capitalism may be recapitalization of the middle class more than any techno-fix or even specific regulation of surveillance practices. The latter I think will fail for the same reason that much of the GDPR is empty: the legislators do not understand the tech well enough, and there's too much surface area anyway and thus too many ways to work around the law.