In the article I posted a bit ago Tim Cook says:
“We believe the customer should be in control of their own information. You might like these so-called free services, but we don’t think they’re worth having your email, your search history and now even your family photos data-mined and sold off for god knows what advertising purpose,” he said. “And we think some day, customers will see this for what it is.”
I think Cook is underestimating “free”. People will do almost anything if the prize for doing so is free. If Cook really believes what he is saying (and I think he does) he’d be better off radically lowering the cost of iCloud storage.