"Because our personal data is incorporated into a highly networked system (the various ad platforms), is worth much more than if it isolated, or “decentralized.” Actually this is IMHO a myth. It is worth more to the ad companies. But not to me. In fact, my data is more interesting and more valuable to me than to the ad system. When I can run apps (including AI) which work for me doing aggregation across all kinds of data about me they will provide me with much greater power. Personal data integration. AIs which work for me, report to me. Being able to write trusted apps which have read/access to all aspects of a person's life, not just the stuff they shared in a social network silo.