the part that landed hardest for me: the real value sits in the inferred layer, and you can't own a fact that was computed about you from other people's data.

i build cookieless analytics, so i sit on the other side of this. the moment i aggregate a day's pageviews into a pattern, the numbers stop being about any single visitor. which is exactly why i store so little: page, referrer, screen size, time. nothing in there i'd have to defend owning.