You've probably heard the saying that if you're getting the product for free, then you probably are the product. The most recent earnings report from Fitbit might be the ultimate proof. While its fitness wearables cost a pretty penny, they're almost useless without the backend services that collate and give meaning to your data. Now, on the back of a US$113M loss on almost US$400M of revenue, the company is looking for ways to monetise all those steps and activities.