MoviePass just set the price for your data; an abstract possession that people are barely beginning to value as an actual possession of theirs. The going price for tracking your purchasing behaviors before and after attending a movie is the cost of however many movies you can see in a month minus $10.
Facebook paid with a social networking platform to connect you to an unimaginable number of people you probably wouldn't be connected with otherwise. For that, you gave them your history and your super-ego.
Google gave you a map, an email, a phone number, and a bunch of productivity tools. For that you gave them everything.
The value of your data is holding steady or going up, depending on your perspective.
Also, MoviePass took a step in the right direction towards disclosure of intent when their CEO opened his mouth about it. Their TOS is typical, but the CEO is more transparent than most. They should be the brave first company to make their intention transparent.