I believe the power disparity is the fundamental issue, not the monetization. In most situation an individual has no abilities to negotiate anything, and given

I believe the power disparity is the fundamental issue, not the monetization. In most situation an individual has no abilities to negotiate anything, and given that we're social animals and conformance plays an important role voting with one's data/wallet is always going to be skewed toward sellers for anything socially significant (widespread). I can imagine honest and ethical ways where I would want to provide some of my private information to someone and ask them to process it for me - basically, recommendations as a service is a perfectly valid (and very valuable) business. What I don't want is for them to keep my information and use it for any other purposes that don't benefit me. Which suggests that I always want a way to negotiate the terms. Given that there were some estimates than individual private data is worth mere pennies, my only explanation why such negotiations and data non-retention agreements are gated behind some enterprise plans (with "call us" pricing) is because it's either worth more than I think it does, or that it's perceived as such. If it's the perception/bias issue, researches into value of private information may help. A legal requirement to offer an ability to have the same terms to everyone interested (aka upfront pricing and requiring data privacy related features to be individually available outside of any plans/bundles) might be the way to prompt such research (no guarantees about the results and that normal people won't be just priced out, though), but it may also have a lot of unexpected consequences. Ultimately, I suspect this hill is probably as hard to climb as solving economic inequality (and is probably related to it).