On the other hand, if we assume that Facebook and Google need to make some money, and people aren't willing to pay to use them, and people don't want ads to overshadow the algorithm, and people don't want to pay with their data, and...

What's the actual solution? What would an ethically run Google look like? I'm not even going to ask for Facebook, because I'm not convinced it's possible.

Google and Facebook make plenty of money off just ads. But that's not enough anymore, the line has to keep going up, forever.