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The problem with "if you're not paying for the product you are the product" is well addressed in the attached article, but also, under our current form of capitalism you're always the product anyway. techdirt.com/articles/20121219/18272921446/stop-saying-if-youre-not-paying-youre-product.shtml
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Demographically-based real time user targeting makes the fact that your virtual self is constantly purchased and sold very explicit, but that has always been the undercurrent of capitalism ever since we stopped backing our currency with actual physical resources.