Because the problem is not technical but societal/political ? We all know Google/Facebook/Twitter and friends are farming our data, but in return they offer all

Because the problem is not technical but societal/political ? We all know Google/Facebook/Twitter and friends are farming our data, but in return they offer all of us (techies or not) extreme convenience. We have pieces of the technology to replace them, but we don't have a sustainable way of maintaining it in the long term at such vast scales. Everyone is too accustomed to not paying anything on the web and using services with as little hassle as possible, so we won't be able to finance it large scale by making people pay for it, at least not directly. What business model is left ? I'm not desperate, I know something will emerge that is going to put the cursor further in the direction of decentralization and individual control. But nothing clear is there yet.