Those are good questions. I definitely think people should be paid for their labor and that companies should be paid for their goods and services. In most situations, I even think that they should be able to freely set their own prices, and sell ads.

However, I do not think that they should be able to use someone's personal data unless they freely consent to it, or it is a direct consequence of the type of service they are providing. Selling ad space to a third party does not count.

The other exception to this philosophy are monopolies. Monopolies have exceptional power to abuse their consumers and should have limits on their ability to price gouge, among other things. Facebook and Instagram are monopolies, and there is no alternative to the platform that they control. There are plenty of competitors, but even if a competitor like Friendica or PixelFed can out-compete Meta on features, price, and quality, it is impossible for them to compete when it comes to having a platform with 1 billion locked-in users. This applies on both a local level, a persons' friends may only be active users of Facebook, and nothing else; As well on a national level, Platforms like Mastodon have to fight an uphill battle when Meta can leverage their user base to make Threads leapfrog Mastodon.

It does not cost Meta €10-€15 a user to run FB or Instagram. Nor do they even make that much in revenue from ads, personalized or otherwise. It's pure, monopolistic, price gouging to look good to the regulators.

I pay $20/month to support Lemmy's development. I would honestly be happy to pay the same to Pixelfed. As it is right now, I will probably pay the €25 that Meta will gouge me for to preserve my privacy rights across my various Meta accounts. I have no other choice, 80% of my social life would vanish if I lost all the connections and event feeds that I have manually added to FB and Instagram.