That’s not the deal though. It’s not an exchange of data for the use of the product, like you would exchange money for a product or service. The product is offered free of charge, and alongside that they collect whatever they can get away with. There’s no consideration, there’s no proportionality, it doesn’t meet the basic tenets of contract law.

Data companies thrive in this hazy grey zone where regulations haven’t been made. However, when you compare what they do to anything else, it’s clearly unreasonable. If I invite you into my home, that doesn’t mean I give you permission to take the strawberries from my garden. If you invite me into your home, that doesn’t mean you get permission to go through my wallet and take photos of everything inside.

It’s getting worse, look at Microsoft now. You pay them for the software and they still take your data.

Data needs to be regulated, such that users are fairly compensated and more properly in control of it. Either that, or it must be completely open - Google can collect the data, but their raw database must be freely available to everyone. Lobbying has proven effective for Google et al, however there is some small hope because law makers themselves are also the victims - everyone is. They just need to realise the true value of what’s being taken from them.