Talking about "entitlement" is generally a red herring because it ignores talking about why expectations are a certain way. On this topic, useful services in exchange for absolutely no consideration is exactly what the surveillance companies are marketing. When you go through the sign up flow, there is no attempt to inform users of what they're actually exchanging. And no, boilerplate legalese that nobody reads doesn't count for anything. To have an actual meeting of the minds, there should be at least one page of friendly infographics showing the extent of what data they're capturing, where they're using it, and how long it will be stored.