You're the Merchandise

With free apps comes loss of anonymity.

There is a trade-off between the user and the provider of apparently free online applications. It's not implicit because it is built into the EULAs. The wording varies but the gist is pretty much the same: When you sign up for and use the service we're providing, you are giving us information about you that we will use as we see fit for our financial advantage. The EULAs are getting more aggressive these days because the providers are using your data more aggressively.