Apparently, more than one Senator made the point during the recent Equinox hearings that consumers provided the company with their data for free and Equinox then turned around made money off that. The thing is, there was compensation. The consumers received credit. Sometimes they received more and some times they received less. But it was probably a smoother process than without the credit bureaus. In some cases, credit might not have been available at all, at least at those rates.
We trade a lot for data these days. It's becoming the most prevalent form of currency. Look at Facebook. Twenty years ago, if you wanted access to AOL (that era's social media) you either had to wait for a free-trial CD to come in the mail or pay the monthly fee. Facebook is "free." Only, it's not free. You're paying with your data rather than your money. It's somewhat creepier, less transparent transaction, but one most people seem to prefer.