I think part of it is choice. You can legitimately choose to not use Facebook (even though admittedly for some people that's difficult due to network effects). Don't like Google's data collection policies? Use Bing, Yahoo, or DuckDuckGo. Don't like Netflix? Use HBO Now, Prime Video, Google Play, iTunes, Hulu, or buy a cable subscription.
However, most people in the US have a choice of only one or two ISPs, so there may not be an option to choose a company that doesn't sell your data.