An Exercise in Futility

Just by reading the first two pages of iSpy, I feel overcome with an unbeatable sense of futility. Why, you ask? Because the limited ammount of us who do not think it is worth it to access free internet in return for having all of our online intereactions categorized and then unsed to selectivly target us for adverisments. From my understanding of Google's free wireless service in San Fran, it seems as if the user has no option to disable the ads. 

Even if 10% of people feel that the price for using this free wireless is too high, companies will continue to offer it in more and more cities because 9x more people want it then don't want it. Which will push technology to require the use of these free wireless tracking services. This begs the question: where does the categorization stop?