Here are 5 Alternative Tools To Secure Your Privacy Online instead of Whatsapp, Google, and Zoom. If it is free it is because you are the product. This is something to keep in mind, we often think of the internet as free. There are real costs associated with it, from fiber optics, data centers, engineering, and operational costs. However, we’ve become accustomed to thinking of the internet as “free”. Companies may allow you to access their tools for free but this is because they are harvesting and using your data to sell to advertisers. I spent much of my career in advertising technology trafficking and targeted advertising campaigns for ideal clients. Many do not realize the power our behavioral data has on these apps and online.