I agree. Targeted advertising will eventually give way to targeted service quality. It's only so long before they realise that I never click on their ads. Apparently BT (UK telecoms provider) used to moniter who made the most/least calls. The most talkative people were deemed to be more important in spreading word-of-mouth, so received better customer service. Those who made less calls were deemed low-priority and received worse service.

It depends on what you mean by 'data'. If it's a significant chunk of creative text that you've put into a platform (i.e. a facebook blog post), this could be copyrighted (subject to facebook's policy). If its a list of pages visited, facebook friends, search queries, log-ins, etc - none of this is copyrightable. However, in the EU, you can get database rights, which could perhaps cover the latter kind of personal data. But IMO would be infeasible for individuals to gain database rights over their personal datasets - for one thing, unlike copyright, its quite a costly process to obtain them.