The problem is that the data has a direct cost to humanity. And to those who say that 'privacy is dead' and 'data is everywhere - deal with it'; until we find a way to do away with prejudice in any form, data must be protected. Unfortunately, no matter who you are, no matter what your persuasions, there is another group who will hate you, charge you more, take advantage of you for something.
So change human nature, then we can talk about data as sunlight.