People only expect things to be free because they're not being told / educated on the actual cost of their "free" service.
I wonder how many people over the past 15 or so years have been denied a job because a tech-savvy HR person combed through social media / forum profiles and read things they didn't like? And if you think that wasn't happening then, you're out of your mind. This was happening in World of Warcraft guilds, for God's sakes... players with "wrong" opinions were kept out of certain guilds by """""""well-meaning""""""" officers of those guilds, so I assure you, it was happening in the real world.
But today, as then, you never knew about it, so you had no knowledge that your employment was denied because most American states are at-will and it's not like HR would have said you have a "problematic" stance regarding <insert issue X>.
This is but one small example of the "progress" we've seen on the "modern web".