Earlier quoted context omitted.
Despite your intentions, I don't think it's possible for you to be one of the good guys. The mass collection and aggregation of the data in the first place is the problem, not merely a few bad actors downstream.
It's very easy to assign blame in hindsight. "Web 2.0" (i.e. data aggregation) was a fantastic tool and most of us did not have the imagination to see how it would be abused (just as any tool can be abused).
That said, I have no issue with anyone who voluntarily trades their personal information for access to a service. That's their choice to make. But it also seems reasonable that there be full disclosure as to the scope and scale of the deal they're making so they can make an informed choice. This isn't even remotely the case today.