Yes, but is Owncloud as easy to use as Dropbox? Is is heavily marketed at non-technical users like Dropbox is? Most non-tech users won't go to the hassle of researching this stuff, they barely know about mass surveillance and don't know anything about self-hosting.

I actually did some research on Owncloud hosting, turns out there's a whole bunch of providers that offer free consumer tier hosting[1], I haven't heard of any of them[1].

[1] https://owncloud.org/providers/