Despite your intentions, I don't think it's possible for you to be one of the good guys. The mass collection and aggregation of the data in the first place is the problem, not merely a few bad actors downstream.
It's very easy to assign blame in hindsight. "Web 2.0" (i.e. data aggregation) was a fantastic tool and most of us did not have the imagination to see how it would be abused (just as any tool can be abused).
It was very easy to see where this was going from the very beginning and many did raise red flags but were largely disregarded because... FREE! There was plenty of user generated content for decades before Facebook/Google/etc came along (i.e. mailing lists/Usenet/forums/wikis/etc.) and one of the ways some chose to mitigate the risk was behind pseudonyms etc... which the big data collectors/aggregators have a problem with. Those who started requiring 'real names' and other personal details who then integrated disparate data sources to build profiles on users knew exactly what they were doing from day one... it's always been their business model.
That said, I have no issue with anyone who voluntarily trades their personal information for access to a service. That's their choice to make. But it also seems reasonable that there be full disclosure as to the scope and scale of the deal they're making so they can make an informed choice. This isn't even remotely the case today.
