The fact that ads and news (!) are individually targeted is new, and I'd consider it a huge threat. Decades ago, some news and shows were watched by everyone. There was still plenty of variety to go off in individual directions, but there was a common ground. That is being threatened.

> People aren't that stupid. They know what they're trading for these great free products we all use.

Maybe for most HN readers, but I don't think that is the case for most users.