Right, and a serf can technically leave. But they can't, because they lose access to the pertinent resource. Where else can they farm?

I don't like the media, I'm not trying to make out they're weak. My issue is that Google monopolising attention and then unilaterally taking news website's work for free is BS. They're skimming the vast majority of value from the industry with no kickbacks. They get away with it because no inidividual news organisation can fight. The only option is collective action (won't work, too much reward for defecting) or legislation.