I think you've nailed it. I've just accepted I'm tracked and it's the price to pay for the benefits shrugs I don't see adtech as 'free of ethics' - merely what

I think you've nailed it. I've just accepted I'm tracked and it's the price to pay for the benefits shrugs I don't see adtech as 'free of ethics' - merely what I'd do myself in their position (qualified with the legal gubbins). If you really don't want to be tracked, you've got tails, tor, crypto, whatever - and this is the opt-out if you're prepared to put the effort it (It's certainly less onerous that getting online in the pre-Aol world). My take is that there's a generation of people who've come later and just have complete cognitive-dissonance as to what pays for what they interact with. "I use Facebook - but I've no idea why they're worth billions" I've no doubt a correction is coming, and the winner should be whoever can ride this new wave.