If you allow yourself to be treated as the product, then you are indeed the product.

Don't use "free" services if you object to the designation, because to the owners of those services, you are literally nothing but a product sold to whomever is paying for you to receive that free service.

Every "free" email, search engine, repo, etc., isn't a product to the end user, even if it mimics one. It is a way for advertisers and data miners to access the site owner's product -- your eyes and info.