With my personal data, if I decide to share with the people, with the world, what I ate for breakfast, that's my own business. They know my name because I'm on Facebook. They know my face because my face is on Facebook, except for those who put the face of their dog on it. Anyway, they know who I am, what I eat, what I wear and where I go, because I want to share that with the world.
In order to be able to do that, I use a software that I don't have the means to develop myself. I would never be able to use such a tool. They give it to me for free, practically. In fact, there's no such thing as a free ride in this world. In exchange, as with any market value, because market value is not a dollar sign but what you get in return for your offer, I have billions of dollars of researched software to make my life funnier and more exciting. That's a fair deal, don't you think?