Moreover, if the data generated are analysed and consumers are offered matching products and services, they will lose sight of the alternatives. In the markets of the internet economy, usually “the winner takes it all”.
From the consumer’s perspective, we should remind ourselves of the business logic of many bigtech firms: Many of the services they offer – such as payments – might be provided purely as a way of obtaining data, the key raw material for their business model. Consequently, many services are only seemingly free for consumers, since they are paying for them with their personal data.