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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Alex (and I guess FB internally) sees all the things they could do and don't (directly sell user data, for example) but to me, that is not the correct yardstick. One, it may well eventually happen. Once the data exists, it is so tempting. Two, there are so many unexplored paths.
End of conversation
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