The internet data companies have become feudal lords, and today's ordinary use of the internet requires submitting to one or another of them.

The article errs in claiming that it is impossible to refuse to submit. The title, in its use of "we", inspires me to respond, "What you mean 'we', white man?" I refuse, and I am not the only one.

Of course, we must go beyond resisting individually: we must organize to require redesign of internet systems so that they do not track us. But this activism often springs from individual resistance, so endorsing the idea that individuals cannot refuse to submit is debilitating for resistance.