The problem is people can’t imagine their data as a cost unlike money where we then feel the pain in losing it for software and products.

I would be curious to see an option which said you can either pay say £100 for a piece of software or pay £0 but you allow us to record and use your data including name, date of birth, know your friends and family, listen and track your online internet usage as well as everything else.

Until people can understand their data as a value I think the idea of “free” is going to rule.