We need to stop calling these sites and services “free”. Anything that’s financed by ads, spying and profiling is not free, the user is paying with their attention, integrity and right to privacy. This is not nothing.
Presently, it’s a shady and dishonest practice since the terms of the transaction are rarely transparent to the consumer; in other words, it’s a scam.
This seems like a good opportunity to tell the story of “Balloon man”