This is true in a specific way, and it is sometimes useful to use this frame. But in this case, I think the frame obscures more than it focuses.
"We" aren't getting together and voting or bidding or whatever. I think the closest thing to a choke point for decision making about some of this is in Google's hands, with Chrome. At least until the browser monopoly wheel spins again.
> We have to give something in exchange for "free" services
Eh? No. The requirement is that services need resources to exist. If you immediately extrapolate to pseudo-moralistic finger-wagging at "consumers", you're ignoring a lot of ways various organizations have found to exist. It is either self-blinding or a heavy thumb on the scale.