I agree, the more targeted the ads, the higher value of the page view, the more free services. Plus people tend to buy things they think they want, so they are

I agree, the more targeted the ads, the higher value of the page view, the more free services. Plus people tend to buy things they think they want, so they are happy if they get ads that are actually relevant. The problem is that there is a lot of value in that data beyond just targeted advertising. That's where things get cloudy.