There's the overall creepiness of hordes of data containing your entire online history being used for the sole purpose of predicting what you'll buy and manipulating you into buying it.

But I think there's more to it than that:

It's customary in trade to not have hidden costs or unintended consequences of using your product, anything otherwise is dishonest. And insisting a product is "free" while having hidden schemes to extract value from customers is scam-y.

Then to say ad-hoc that its a "fair compromise"... but if it was a "good deal" why not be upfront about it, why try to hide it? "You should've read the EULA." Well, a bet a bunch of people being targeted/tracked by Google & Facebook are children, many too young to consent, some maybe even too young to even read...

Except for the incredibly low quality ads that also make the article unreadable. The entire internet ad industry worth hundreds of billions of dollars and countless petabytes of analytics still suck at ads. The ad quality is complete garbage across the board.