We can stop using it, and create or support alternatives.
We're used to the cost of a service being its monetary price, or more recently, the demands it makes on our attention. Perhaps a new type of model is being developed in which the price of a service we desire is not in the form of money or attention, but our data. And in this case the way a company uses our data is a real "cost", rather than a mutually beneficial outcome.
I think that threatening to withdraw and withdrawing payment, whether monetary or otherwise, will prove to be a significant balance on the actions of companies. If the changes are significantly detrimental, consumers will take the actions they consider necessary to address those concerns.
We're used to the cost of a service being its monetary price, or more recently, the demands it makes on our attention. Perhaps a new type of model is being developed in which the price of a service we desire is not in the form of money or attention, but our data. And in this case the way a company uses our data is a real "cost", rather than a mutually beneficial outcome.
I think that threatening to withdraw and withdrawing payment, whether monetary or otherwise, will prove to be a significant balance on the actions of companies. If the changes are significantly detrimental, consumers will take the actions they consider necessary to address those concerns.