If you aren't paying for the product, then you are the product.
From an excellent ReadWrite article:
Lost in the furor over government spying on its citizens is an inconvenient truth: personal data is the new currency of the 21st century, and until we rein in our desire to spend it we can't really stop others' desires to spy on it.
But we are the ones happily selling ourselves for a few more gigabytes of storage, or a way to talk with friends. We used to pay for such things with money. Now we pay with our private details through our personal details.
The public has to ask itself a hard question: Do we care? Or are we happy to sell little pieces of our online selves in the name of ease and convenience?