[Jensson]

But if you are resistant to advertisements then many products are free for real. For example, free games are "not free" since they push you to buy microtransactions, but if you can easily resist that sort of temptation then the product is completely free to you. This isn't especially rare either, most people playing free games doesn't pay anything for it so for most people those games are really free.

So a revised statement would be "If the product is free, some users are the product.", as many users aren't easily manipulated and therefore don't become products.