One very underrated (or overrated depending on your pessimism) way to deliver value to customers is by offering privacy as one of the products you deliver. The issue is that privacy is hard to prove and so most claims of privacy are accepted at face value and many proclaimed privacy minded services are very much the opposite under the hood.

This, I think, is a place where we need some regulation to codify some different forms of privacy and give the government a big stick to bop companies over the head when they violate those definitions. We could potentially manage the definitions as an industry group - but we'd need the government to get the big stick.