British consumer magazine “Which?” has published the results of a survey <https://www.theregister.com/2021/09/30/which_data_survey/> which found that people would pay companies like Google and Facebook an average of £1.09 a month to avoid collection of their personal data and its use for targeted advertising. On the other hand, while a quarter of people were happy to receive targeted advertising to begin with, that proportion went up quite substantially if a basic reward like an Amazon voucher were offered.