This "directionality" is the first thing I thought of too. Unlike these other things, data originates with the consumer. Also, the transfer between consumer and

This "directionality" is the first thing I thought of too. Unlike these other things, data originates with the consumer. Also, the transfer between consumer and platform usually does not include a financial component so it's not "commerce" in the usual sense. The issues involved are just as important despite these differences, the need (however great or small) for regulation doesn't change either, but such differences definitely affect what kinds of regulation might be appropriate or how they might be applied.