People who signup for free accounts generally provide personal data in exchange for services according to the ToS they agreed to while signing up. You are owed

People who signup for free accounts generally provide personal data in exchange for services according to the ToS they agreed to while signing up. You are owed what is prescribed in the ToS and other agreements. "pay" is inaccurate. "Consideration" is the word you are looking for. It's silly to think otherwise.