Data intermediaries - our data is placed there, like our cash in a bank - and Fuckerberg and Co have to pay us for access. Like the banks pay us interest for giving them cash. Point being Google, FB, Twitter et al pay out more and get less and therefore are less exploitative douchebags whose activities and unintended consequences at scale are also less.
Well explained here - https://m.youtube.com/watch?v=Np5ri-KktNs