The "there is no free lunch" argument has been used all the time, while I am okay with tracking to some moderate degree (I am okay if Google / FB shows me deals

The "there is no free lunch" argument has been used all the time, while I am okay with tracking to some moderate degree (I am okay if Google / FB shows me deals or relevant links), I don't think it's acceptable that free service automatically means service provider can take my data and my trust for granted. You can opt out not using Google. You can probably use DNT (there are three options and it's confusing plus DNT isn't something websites and advertisers really honor these days, was a shit show), and some services also include opt-out button for certain data to be not collected. But you can't opt-out not using your ISP since your ISP owns the pipe. That is a huge concern. With Verizon's notorious history of tracking users, modifying unencrypted HTTP requests, scares a lot of people, even if you aren't privacy conservative, you should be concerned.