I would argue too that the "very high cost" is a bit of hyperbole. All of this information is being used for targeted advertising and fake news. Anyone with half a brain knows that there is tons of fake news flying around, and it doesn't take much critical reading to debunk most of it. I think most people just ignore it just like they ignore most advertising they see. I really think that companies are wasting most of their ad dollars because most of their so-called targeted ads are just a waste of time. I know that I see a ton of "targeted" stuff that is totally irrelevant to me, if I even bother to glance at it. Are some of the ads relevant--sure! But, I would rather see some relevant ads than ones that have no interest to me. On desktop I use an adblocker to remove most of it. On our phones most of us have been trained by crappy ads to simply ignore most of them.
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