> if the product is free, you are the product

I used to think like that, but then I realized that

> if you are paying for the product, nothing guarantees that you are not the product anyway

Companies like money and they will have no qualms against double dipping. Even if you refuse to be their customer (and thus they lose the revenue coming from you) as long as the majority of their customers are ok with being a product, they will keep doing it.