As users, we are the ones who bear the cost. The substance of our time and our lives are the treasures being mined, and we are just giving it away without a care or thought. We absorb the cost not just by handing over the precious details revealing what we value and what motivates us but by opening ourselves and our perceptions of the world to be modified and adjusted by actors and agents who have an interest in steering us in a direction that benefits them, not us.
