The privacy costs involved for consumers who pay for ‘free’ services by consenting to invasive surveillance of what they say, where they go, who they know, what they like, what they watch, what they buy, have never been made clear by the companies involved in big data mining. But costs are becoming more apparent, as glimpses of the extent of commercial tracking activities leak out.

And as more questions are asked the discrepancy between the claim that there’s ‘nothing to see here’ vs the reality of sleepless surveillance apparatus peering over your shoulder, logging your pulse rate, reading your messages, noting what you look at, for how long and what you do next — and doing so to optimize the lifting of money out of your wallet — then the true consumer cost of ‘free’ becomes more visible than it has ever been.

—The Online Privacy Lie Is Unraveling