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I don’t see where he claims this. He suggests that many people consider the cost so low it is practically nothing — I think this is probably true for many people who happily provide access to their data in exchange for perceived benefits. If you indeed value your privacy and data more than the benefits you get by sharing them, you can refrain from using the services. In my experience, most people are willing to get the grocery store discount card to get cheaper bananas.sacrificing your data and privacy isn't an actual cost