I would recommend Jaron Lanier's "Who Owns The Future?"; the short version is, we're so hooked on free or quasi-free goods and services (which includes Amazon),

I would recommend Jaron Lanier's "Who Owns The Future?"; the short version is, we're so hooked on free or quasi-free goods and services (which includes Amazon), that capturing and privatizing market data has become the default business model, a process that started with the rise of credit/debit cards. Though in many ways consumers are more empowered than they used to be thanks to Internet (at least on a per-transaction basis), the majority of the benefit goes to centralized Big Data network providers.