I think in the ideal world, "control your data" means something like what Rally is trying to do: controlling how much data you give out, and knowing who you giv

I think in the ideal world, "control your data" means something like what Rally is trying to do: controlling how much data you give out, and knowing who you give it to, and who is using it. Being intentional about it, and also ensuring you're getting something commensurate in exchange. The problem is the first step is you need to have leverage. As long as advertising companies just have your data already without your consent, a tool that lets you thoughtfully give them data is... completely superfluous. This reminds me of the Do No Track thing. Like, you have no leverage, they decide if they want to respect it, so ... they aren't going to respect it. Once tracking companies are completely locked out and they can't get your personal data, then the tables are flipped and tools like this could be useful to let people decide if they want to share some data to get something in return.