It’s the Internet lords’ popularity and ubiquity that enable them to profit; laws and government relationships make it easier for them to hold onto power. These lords are vying with each other for profits and power. By spending time on their sites and giving them our personal information — whether through search queries, e-mails, status updates, likes, or simply our behavioral characteristics — we are providing the raw material for that struggle. In this way we are like serfs, toiling the land for our feudal lords. If you don’t believe me, try to take your data with you when you leave Facebook. And when war breaks out among the giants, we become collateral damage.