I think Data is too vague of a term. It's probably more a combination of proprietary metadata + personal/targeted demographic data. Does a store (online or B

I think Data is too vague of a term. It's probably more a combination of proprietary metadata + personal/targeted demographic data. Does a store (online or B&M) have exclusive license of your aggregate heatmap while you walk/browse through the store? - I think many would argue that's probably valid. Does it have the right to link that to your demographics/psychology to optimize the store? They probably do ... but for your benefit? Sounds like "personalization" - a bit murky. How about if it's for their benefit (personal price segmentation)? That sounds bad/unethical. How about if it's to only serve the "right people"? That's clearly on the edge of legality. The remedy is to have cyberethics on how personal/private data is controlled and aggregated. It's not about "opening things up" but using Amazon as a case study as to how to draw borders/distinctions on proprietary vs. personal data. GDPR++