I haven't read Lanier's new book yet, but I should. He talks about this sort of thing a lot, although I'm not sure about his conclusions.
Asymco did a study where they concluded that Google makes $6.50/year from every Google user. That's what you, as a gmail account or Youtube viewer, are worth to them.
Kinda makes me wonder if they'd take $5/month to disappear me from their external tracking.