Great TED talk about the internet and specifically social media (or as the speaker calls them, "behavior modification empires").
https://www.ted.com/talks/jaron_lanier_how_we_need_to_remake_the_internet#t-882787
@gabe the way I see it someone is always paying for social media. the users are paying with their time, attention, and content. their data they inadvertently throw in for free. but in the end it's the ones that pay in capital that ultimately control it. that might as well be us too. if its done right and at scale the price is a pittance compared to the alternative.