I would say it does matter if a company benefits more than I do, but makes out like it doesn't. Any fair transaction should surely balance? In the end, nobody likes being deceived or presented with false information, even happy customers.
I don't think that's true, because a company could have the means to do something profitably that an individual couldn't. For example, I just changed the toner cartridges on my printer, and HP provided UPS stickers so I can send the old ones back for "recycling", which is obviously just them filling them back up and selling them to someone else. Let's assume they just made $20 on the deal. That doesn't mean I'd have $20 if I'd kept them, because to me, lacking a factory to refurbish them, they're just garbage. Same goes for all of that personal information Google and Facebook make money on -- you can't go down to the pawn shop and sell your own information, because it only matters in bulk.
Except it's not always easy to see if you're actually harmed or not. In the toner case, the UPS sticker is also a (very gentle) nudge away from trying to refill the cartridge yourself using a cheaper service.
As for the personal information, there is an entertaining talk[1] by Pinboard's Maciej Cegłowski about how we can't even know if collected personal information will at some point come back to hurt you or not.
