Thanks to equifax, all my most important information is probably already out in the wild, and thanks to the US government (and how they deal with replacing identifying information) I'm likely screwed for the rest of my life. In the face of that, the harm that google or facebook (which I'll admit to using less and less of) can do to me seems trivial.
Yeah, as a user, I'm a commodity online. But I'll be damned if I'm not enjoying the bread and circuses they use to keep me there. There is little to nothing I can do to prevent anyone from doing anything with my information, so I might as well take advantage of what I've already "paid" for.