Eff's approach often makes me feel they acquiesce that users should be the one hiding from those corporations. Why are we making shields instead of them putting guns down?
Is it instead?
Since Facebook and their ilk are surveilling us largely out of greed, surely making the work less profitable for them has some merit as a tool for counter?
As is often the case, a true solution probably does need to be political, but a technical one is valuable as a band-aid until/unless that can be achieved.