I don't really like that quote. Many services you do pay for still treat you like an asset to make money off. And many services that are free, like the internet archive for example, are not.
I'd put it this way... if you're paying a company, you might still also be the product, but if you're not paying for something that a company is spending money to make, you're definitely the product.
Again, not true. There's many services like the internet archive that do not operate to make a profit. Lots of open source also fits this bill. The absolutism of the quote is just overly cynical. On the other hand, if the company is VC funded I would say this is generally true but it also dismisses basically all of non-commercial open source. How are you the product when you use debian?