I read about the café where they give the coffee to students for free. Students have to make sure they share their information about what they're studying, I think what year they're in, and then they get free coffee as long as they're in university. It's an exchange. They're giving out something that isn't particularly meaningful to them, but when aggregated for the company is quite useful. It is a market exchange. How do you get away from that?
To put it more bluntly Google is giving me a service for free and I'm giving them data and now we want to say that data has to be used for a public good, but I've given it to them and I've gotten an exchange of value.