No one will come to you and forbid you from using Google or Facebook.

If everything goes right, government and society will instead pressure those companies to offer honest alternatives to their existing spying-based services and make it cristal clear how one pays.

The masochist, careless and indifferent will likely still be able to use the services they know and love, but their lack of interest will no longer be paid for by everyone.

Smoking was also pretty cool at one point...