Keep in mind that with most of these free services the users are the pawns. If you're not paying, or getting paid, then you are the thing being traded. Compan

Keep in mind that with most of these free services the users are the pawns. If you're not paying, or getting paid, then you are the thing being traded. Companies exist to make their investors and owners money. Gowalla did not exist so you could check-in to places. It made a check-in service because they thought that was their most exploitable money-making opportunity. Don't fight this. You won't win and will only frustrate yourself.