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If there is valid consideration its not unjust enrichment. And the bar for valid consideration is a low one. Any This for that exchange will satisfy this requirement.

"In exchange for providing you this nearly worthless meme graphic someone else made, you give us panoptic access to your private online activities."

The whole point is that the reasoning is flawed. Big companies are applying their own flawed logic and ignoring the logical consequences of it.

See also: "Every vote for Sprite is just a vote for [Coke|Pepsi]"

It's not how any of it works, but it sounds clever to some, I guess.