It's frustrating, the internet has become such a creepy "you are the product" medium. The more of this I see, I start to feel like I don't want to be a part of it anymore.
Keep your head out of the past. The internet is becoming the way we do everything now; it's a necessity.
Really, the only reasons surveillance as a business model has worked is most people don't realize the extent that it is going on and by the time they do a monopoly or oligopoly has already established itself. Taking advantage of ignorance is at best rude and offensive, and at worst it should be criminal.
Unfortunately, the laws have yet to catch up to abuses like Verizon's MitM rewriting of HTTP headers. Worse, fixing laws and enforcing them against these modern abuses is going to be very hard: regulatory capture's a 'helluva drug.