> you are paying for it with you data and usage, you just don't realize it
I don't think this (people not realizing it) is true. We've heard this argument since early 2010s, and the general attitude of population is "ok, cool, so what?". Even people like me, who know that I'm paying it with my data, still overwhelmingly prefer using such services.
For every scandal about data leakage, 3rd party access and etc., the social media websites are still top used apps. People don't want their privacy/secrets/photos to be available to people they know, or might know. They don't really care about "giant faceless company"/government, even though they say they do.
I wish this was not true.