Surrendering to Facebook

I'm not sure I like the idea of surrendering my business identity or my personal identity to algorithms devised by Google, Facebook and the plethora of online rating systems, each of whom is trying to second guess me. They all assure me that whatever they are doing is for my own good especially if I am willing to pay more to "optimize" myself. I'm all for self improvement but is Yelp or Google+ the answer?