There is no exchange going on, quite literally, and users get a service, basically for free. Whatever definition you make up to describe the business model does not change this fact.
In addition, so-called tracking is not the problem in itself, and especially so since users are anonymized. It is things like political misinformation and resulting manipulation that is problematic – not targeted ads themselves.
Risks continue to be profoundly exaggerated, and people, even those in the know, seem bend on propagating such misinformation. Please, let's stick to a factually based discussion.
Derailing the discussion with grotesque and perverted irrelevant comparisons of organ trading is not helpful.