The totalitarian argument is not relevant because advertisement exists. Your mind is controllable without putting a chip in it. A-B testing and pharmacology are improving their methods.

I don't disagree that cybernetic enhancements are inevitable, and I'm not strongly for or against, but this doesn't make his argument irrelevant. Pushing for minimizing or having less of "Bad Thing" is a valid tactic even if some "Bad Thing" is unavoidable. It's like arguing you shouldn't build a wall at the border because illegal immigrants are going to get in anyway, through other means. Perhaps he wants to live in little Amish communities free of totalitarians, and protect that lifestyle for as long as possible.