In the book Post Corona, Scott Galloway talks about red vs blue companies. Blue companies (e.g. Apple) charge a premium for their product and offer you some level of privacy, while red companies give you their product (the Android OS and Google Apps) for "free" and then collect lots of data on you (and use that to make money). Amazon is clearly going this route too with the ridiculous number of ads they have started putting on their Echo Speakers.
He predicts that over time there will be paid versions of a lot more products for people who want (and can afford) privacy. I know there is a lot of hate for Galloway, and I take everything he says with a grain of salt, but this struck me as pretty astute.