Chunks of society, including basic services like gym, laundry, and transport are now locked* behind "apps" on proprietary app stores, and you need an officially sanctioned (Google/Apple has root) smartphone to even download them. If AI becomes "the next big thing", there will be no opting out of that either.
Okay now imagine you're a plumber. How are you going to advertise your services to get business? Put an ad in the Yellow Pages? Post flyers around the neighborhood? Make an ad on Craigslist?
It's easy to say "ditch all that crap" when you have other people in your corporation who use all that crap so you can just show up at your job and do your work. But the crap is still there, becoming a necessary tool for functioning in society, one impressionable teenager at a time.
Sure. But this is what is meant by "required to play the game". And it's also happening on a personal level--witness the number of events I haven't been invited to because I'm not on Facebook.
*list will vary depending on location