It's not oppressive, it's objectifying; it treats you as a resource to be exploited with little to no consideration to your well-being. No reason to voluntarily use it on yourself.

Well this is just the nature of operating a business at scale. Even little corner shops don't recognise customers on an individual basis.

> It treats you as a resource to be exploited with little to no consideration to your well-being

There are companies which I feel loyal to (Valve/Steam, for example) because they treat their customers well. I believe they deserve my money because they're a good company so I will give them the benefit of the doubt if they do something wrong.

Ultimately we want to reward good behaviour in the market, no?