Indeed. Not even gratis, certainly not libre, unless you consider your personal information to be worthless (and “big adtech” has shown this not to be true).
Which doesn't cost me a dime. Anybody with half a brain knows that TANSTAAFL, you have to pay somehow, but this way doesn't reduce the magic number in my bank.
My information belongs to ME and I should be able to give it in exchange for anything I want. That is my right that was taken away by the EU and now I have it back.
You personally always had the right to give your data to US companies. As a company processing my EU citizen data, you couldn't since that would infringe on my right for privacy.