In the second and third cases, the user is selling the exact same set of data, so how come they're in control in one case but not the other? I don't see how ad

In the second and third cases, the user is selling the exact same set of data, so how come they're in control in one case but not the other? I don't see how advertising is relevant here, since AFAIK the Facebook Research VPN didn't show ads, but did pay users $20 per month to record their traffic.