This may be controversial, but trying to collect the data of your free users to offset the costs of the infrastructure/resources needed to support the free users is not a bad thing - especially when you give those users an option to opt-out.
You make it sound like their goal is to do bad things. That's not true. Corporations are not good or evil, they are amoral. They don't care if what they are doing is good or bad - it just matters if they make money.
they're free to just do the right thing completely
What exactly would that entail?