I don't think users owning the data will work; CA went through Mechanical Turk and paid people a few dollars to sell out their own and their friends' data. It's a tragedy of commons and a public good situation: the only viable path forward is not to have a surveillance machinery.
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Grim analogy but planes are so safe because first class and the rest of us in steerage stay up together, or go down together. Zuckerberg, on the other hand, buys houses near his to protect his own privacy. Not a fan of individual solution because that's what will happen.
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