Not a new concept. If you aren't paying you are the product. Increasingly capitalism demands the product also pay. Buckle up, late stage capitalism continues.
Sometimes you're the product, other times you're the raw material ready to be crushed up into a fine powder and mixed with 20 additives known only by numbers, and thoroughly homogenized to make the product.
"Late stage capitalism" doesn't exist. There are only consumers that exercise their rights as consumers (as in decades past) and those that don't (as now). If you don't do anything about companies treating you badly, then don't get surprised when they do.