For example, I refuse to read NYT articles that require me to create an account. I feel not only is the NYT overrated, but the overzealous way they track users means I'd rather not use their "service". Ditto for Facebook, once aptly described as a surveillance service disguised as a "fun" social network.
More and more people are going to have to decide whether they're sheep being led to the slaughter, sacrificing their privacy, attention (in the case of ads), and forced to do this or that because some "service" wants this, or whether they're actual customers or consumers with real rights and the ability to make decisions. IMO since the Internet was privatized/corporatized after the 1990s telecomm act, the pendulum has swung way too far towards users being considered sheep for exploitation.
As Andrew Lewis bluntly put it: "If you're not paying for something, you're not the customer; you're the product being sold."