“Like children behind the Pied Piper, we’ve been all too eager to believe the fairy tale that we could get something for nothing, greedily using the ‘free’ services of Google, Facebook and Twitter. But we pay one way or another. We can pay directly through public subsidies such as the TV licence and taxes, or indirectly, our data sold, our public culture placed into private hands and our eyeballs targeted relentlessly with advertising.”