2004 is when that was typed. I'm not sure that that social contract ever existed. We just didn't understand how "free" services worked.
Gmail also dates to 2004. If reading your email to sell ads to third parties based on the content of your private correspondence doesn't fit that attitude, I don't know what does.
I stand by my assertion that this shit was always going on, we just weren't wise to it in the 2000s.
You could claim that google in the 90s was about building something cool and making money later, but not 2000s google.
As an aside, "make something cool, monetize later" is exactly the problem. It's deferred evil. The people who wrote the check to have youmake something cool aren't paying you to make something cool, they are paying you to figure out the monetization down the road.
That's basically what Web 2.0 was.