[wonder_bread]

I would argue most of Alexa's most import features are not free, doubleclick is still a cloak around the entire digital advertising industry that gives them access to actionable metrics of how websites are doing (i.e. maybe why they've pushed into job search recently).

One commonality among all of them is being marketed as a service for smaller-scale companies while having the double-edged sword on the backend that is most likely what they are really after

EDIT: smaller scale companies and individuals