Many people seem to think that tackling the big issues of the IT revolution is a demanding occupation requiring considerable expertise. While there’s some truth in this view, it does not mean that individuals are helpless – far from it. Throughout history oppressive systems of any kind survived only because large numbers of people provided passive assent. In the case of the current Internet the vast majority may well continue to hand over their rights – and subject themselves to pervasive surveillance – in return for what they perceive as ‘free’ services for some time. The counter meme that ‘if something is free you are the product’ has yet to achieve broad acknowledgement, but this could change. It’s worth remembering that the use of ‘suboptimal’ Internet enabled services was never presented as a truly free choice in the first place. It came bundled with skilfully hidden costs and penalties some of which are only now becoming clear.