It's a change - it's not specifically "bad".

There are consequences too - some of which can easily be seen as "bad" by at least some (non evil) people.

Providers of all the current "free" content, where "free" means "paid for with personal demographic information instead of money" will need to adjust their business models to suit.

Personally, I think that's a good thing - I'd rather pay directly for the content I consume - but I suspect "most people" would resist the idea of their favourite webcomic/news/game-demo apps going behind a paywall, and it'll be more work to monetise apps (or sites) if CPMs drop due to poorer targeting.