There are still those of us who don't support total surveillance and will not stand for it. Were probably more traditional Unix people and not so embroiled in technology. Everyone else has been got if you ask me through media, social pressure or plain old apathy.
However it's worse than just web sites. I've worked for a nefarious company who feeds of data like theirs. I came to my senses when asked to do things which destroyed my ethics and quit to make amends.
At risk of promoting a fanatic, stallman was right for many years. Once a fanatic, then a told you so, then a visionary. I genuinely was brainwashed to think the guy was nuts until I saw it all with my own eyes.
Some things you can do:
* sign out of Facebook forever. There is no point in deleting your profile. Real friends meet you in real life.
* close your google account. It just follows you like a leaky passport.
* get a dumbphone and turn it off all day unless you need it for emergencies.
* read books instead of use e-readers.
* host your own mail and web services at home. Use SSL (with own CA), SSH and encrypt your email if sensitive.
* ask yourself is your employer really doing ethical work. No? Find somewhere else. This is the hardest bit - it took me 10 years to find somewhere ethical.
* use cash, particularly when shopping in large chains or on public transport systems.
* use Firefox only, with adblock and ghostery.
There are probably more.