Even though you don't use Facebook or Google they ABSOLUTELY are using you.
Both operate global advertising networks, even if you never log into Facebook or set up an account they are tracking you.(1)
And Google owns the largest mobile OS which is RIPE with tracking / profiling features.
MacOS and Windows 10 also track you, Apple seems a little better - theoretically - about leaking your privacy rights - but MSFT is humming right along not only building a massive data business, but also buying up companies like LinkedIn to improve their ability to target you based on how you're using their OS.
So I disagree on the "we have a choice" part.
You've got me on the "I pay my ISP" but that argument died when Cable started showing ads.
(1) http://bgr.com/2016/05/27/facebook-ads-tracking-non-users-pr...