Who, though, stores these datasets? In the current instantiation of the web, it is neither you nor me. It is large, oligopolistic companies such as Google, Amazon, or Apple. These companies do not create the data they sell – we do – yet they are the ones benefiting from the traces of our online behavior. Apart from worries about privacy, this is deeply unfair from an economic perspective. We are the ones creating these data. They describe us. We should be the ones benefiting from, and deciding on, their further use.