I think you're ignoring an important cost/benefit analysis. The upside may be small, on the order of 10's of dollars per month. But the downside is very large - scammers or corrupt governments tracking your behavior to fuel prosecutions, etc. The expected value (EV) of controlling your data is actually rather high when you look at the whole picture, and Google buying you off with webmail, videos and search no longer seems like such a good deal.