I agree, but I'd add that they don't really understand how valuable their data really is. It’s almost like being in a different country with a different currency and not being able to really do the math in your head of how much it would cost in your own currency. I grew up with the early internet where, you assumed you were on a world stage and any post you made was on display for anyone to view, but you could navigate it in relative anonymity. Now you have tech companies not only track you online (where you browse) but also in the real world. You carry a personal tracking device at all times.
People don't quite comprehend that this is what countries spend billions of dollars on with intelligence operations. And this is the currency you are spending when you sign up for these “free” services. Just because it doesn’t come out of your bank account doesn’t mean it doesn’t have value. I’ve had discussions with friends and family and they don’t seem to understand, if your not paying for the product, YOU are the product and they are being paid for you. But because of this obfuscating of roles people will keep willing hand over their data, not understanding that these companies are building profiles to hack your psyche and influence you into doing or buying things.