The fight for user data — how it is collected, processed, and used — is one that will unfortunately never end. While there have been recent advances to give users back control of their data, such as the passage of the GDPR into law by the European Union, the battle is only just getting started.
The reality is that, for as long as it remains profitable (and it will be!), corporations will continue to do all they can to collect and manipulate user data. Facebook, for example, has a very profitable advertising business — raking in a massive $15 billion in Q1 2019.