The data protection changes are sweeping through almost every online company as a result of the legislative changes in the EU.

You're right in the sense that Google does provide you with a benefit for your data. I do use pretty much every Google product out there and I'm well aware of how it's paid for. The same thing can be said of Facebook that is the focus of attacks due to privacy lately.

PRESEARCH is just a way of being paid financially rather than through the exchange of alternate services