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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I've argued for many years that broad data collection is fine if retention periods are brief and legally enforced. There's lots of cool stuff you can do with data if people have a credible guarantee that it won't exist beyond 30 days, that you can't do now for privacy reasons
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