Maybe, just maybe, the low value many people place on their personal data in a commercial context is actually correct, and Google, Facebook, et al have been paying way over the odds for it, but have so far managed to profit by convincing _their_ customers that this data has a much higher value.
The main risk to the individual is the mis-application of this collected data by other organisations, e.g. through the data leaking or it being appropriated, and this is one area where legal requirements (and penalties) could be strengthened.
Biting the hand that feeds IT
