>> That doesn't mean we should just roll over and give it all to them.

Unless you run an ad blocker and/or EFF Privacy Badger, that's exactly what you're doing. Your consent is not required. There are literally _dozens_ of companies that do this, Facebook and Google are just two of them. There were some initiatives in some states to apply a stiff tax to companies that trade in user data, but I don't know if they went anywhere. That's one tax I'd be in favor of, even though I'm not in favor of more taxes in general.