The argument our society should be discussing is that individuals own the underlying data. All previous "user agreements" are null and void. All new user accounts should be bundled like non-fungible tokens, then every piece of data associated with that account can be tracked to compensate that user based on actual impressions. Companies can take their cut, but if a user isn't happy with the setup, they can revoke all access to their own data. Enough of this "you agreed to our service agreement" smoke and mirror bullshit...that's like saying the water company owns the water itself.