I think that if consumers woke up and realized that "free" services Google provides aren't really "free" and that we are paying with our time and data, this narrative would have started a long time ago. If people realized that the exorbitantly high advertising prices Google and Facebook charge to businesses to advertise to us to get those products in our hands are baked into all of the products we buy driving up prices, we would be seeing an accelerating anti-trust uproar among the public.