The difference is in a great many cases, you
can pick "no lord". Don't like being tracked with electronic tolling transponder? Don't use a toll transponder. Don't like giving Xiami permissions to use your personal data? Don't install a Xiami app. Don't like the supermarket tracking your purchases? Pay cash and don't use the loyalty card.
The key is that you have to be willing to give up what those things give you as well. The article even lists several: "long waits at road toll cash lines, higher prices at grocery stores, inferior seating on airline flights."
There were very few things in the article that I read that a principled person literally could not reasonably live without. Electricity was perhaps the closest, but even most automated meter reading or smart metering programs have a way to pay a monthly fee for a dumb meter to be installed and read manually.
If that's the case, then the question is one of convenience vs privacy tradeoff. I choose to get a driver's license, to have a car and to register it and put license plates on it. I could bike or walk. I choose to use credit cards, frequent flier and other loyalty programs, to use electronic tolling and automated meter reading, to use Kindles and highlight passages, to use a TiVo, Netflix, and Amazon to consume television, to use a smartphone and many apps, to connect with friends and family on Facebook and colleagues on LinkedIn. I do so because I perceive the benefit of doing so to be extraordinarily higher than the loss of privacy.
That's quite a bit different from being a feudal serf living on a lord's land in my book.