The “free” model helped create much of the internet we see today, including some amazing innovations. But “free” comes at a price. We pay for it with our attention, and our privacy. Big tech has exploited consumer data, abused market share, taxed small businesses, and stifled competition to remain the most powerful gatekeepers. The only way to break free from the inherent conflict between what is best for us and what generates the most money from advertisers is innovation through competition and alternative models.