Exactly, people lovw to give a negative spin to 'rent','bid'. I see it as an exchange of value. Data, money both serve same purpose: we give them vakue,they give back. My data helps them improve their systems, make recommendation engine etc. and they give me services in return. Making sense of vast troves of data is their main competency or of any internet service. Would YouTube be relevant without recommendations? Just open incognito mode in YouTube and find out! One thing they could do in future is maybe allow users to store their data somewhere locally,and which gets updated with new recommendations,profilinf info; but that'll involve losts of code changes, engineering challenges i suppose.