In the world of the internet, there’s sort of a built-in assumption that if you’re getting it for free, you and your personal information must be the product.

Tons of you-get-a-cool-service, we-get-your-data language has been cooked into the clickthrus, acknowledgments and consent buttons we all breeze past on our way to set up whatever cool new doodad we have found for our computer, tablet or smartphone.