Honestly, everything would be much better if either a.) people just paid for stuff or b.) governments decided ad-tech in its present form should not be a thing, and regulated the retention of personal data as a liability, to make targeted advertising less-personalized/unprofitable.

As a system for discovering price, free markets work really well. The downsides comes from politicians not understanding/caring the limitations of free markets and what kinds of problems they're simply not intended to solve. These are the economic factors beyond price. More broadly, they're our values.

If we outsource the need for philosophy/wisdom to the free markets then there is no reason why the market will not demand child labor, 7 day work weeks, single use everything, and privatized security forces. We failed to take action earlier, and the same kind of stuff has already happened to the environment. Not to mention that gambling and security fraud are making a comeback.

I'm 100% with you on the idea that it's time to start paying for services on the internet instead of the ad-funded model we have today. The problem is that the people who decide when and how to monetize things seem to be moving toward a model where they charge you for the service, sell your data and feed you ads.