" What consumers have to understand is that "free" services on the Internet are never really free. As Reputation.com's CEO Michael Fortik told me, the business models of supposedly free social networks like Facebook is the sale of our information to their advertisers. We, the producers of data on the free network, are its product rather than its friend or partner. "

― Andrew Keen , Digital Vertigo: How Today's Online Social Revolution Is Dividing, Diminishing, and Disorienting Us