I think it more likely that it becomes something you pay for. Ads only pay so much, and richer people (upper-middle-class and above) can afford to pay more out

I think it more likely that it becomes something you pay for. Ads only pay so much, and richer people (upper-middle-class and above) can afford to pay more out of pocket than ads targeted to them are worth. Or, at the very least, it's worth enough for third-party non-ad companies such as LifeLock to run interference on other companies privacy invasion tools.