Before the invention of the bit corn the Internet elite traded on a different commodity.
Services like Facebook are not free. The currency that they extract from us while not immediately financial. They are trading on us.
Advanced software systems evaluate our words, our pictures, our social networks, and they try to connect us to other wheel world events or activities, and they advertise to us.
Marketing and advertising technologies are so completely misunderstood and inflated that if the average person understood what their commercial value was to a company like Google or Facebook they would demand a lot more for the price.