I am like you. In the past I wouldn't pay attention to privacy issues and I would enjoy free services such as Google Drive or Facebook Messenger, but that recently changed. In my case, the trigger was exactly the thought that you expressed so effectively:

> All I see is a tool to make me the product.

I think you're right, and you're not paranoid at all.

I'm now using only open source tools both on PC and on Android (courtesy of F-Droid), switched from Gmail to Mailbox.org and from Chrome to Firefox with all privacy settings turned on (no tracking, no long term cookies etc.), switched from GDrive and Dropbox to my own private cloud solution (using a NAS + Owncloud), started using PGP for email, and currently trying to get my friends to use Signal for instant messaging.

First world problems? Maybe, but I don't like to be sold in exchange for free-of-charge services.