Although I understand your point, Shoshanna Zuboff would say otherwise. We are the resource; not the product, neither the consumer.
According to her, "their" product used to be information. Then it became prediction. And now it's behavior modification, which they achieve by constantly mining us (the data we provide them).
At least IMHO, this is a more accurate depiction of the current state of affairs. Although in the end, it may be quite a similar metaphor, either way.