Sure, they shouldn't have that choice. Currently when faced with regulation they can go with a straight face and say that it's technically not possible to let

Sure, they shouldn't have that choice. Currently when faced with regulation they can go with a straight face and say that it's technically not possible to let users own their own data. Google has to control the data it uses so as to operate its business, and privacy is just an unfortunate casualty of that. Projects like this (if successful) demonstrate that you can actually have your cake and eat it too and will (at least potentially) give regulators a lot more a leeway to force the hand of companies.