A hundred years ago, hardly anyone in Indio realized that they had water. That does not mean that the data has no value, nor that the first person to recognize the value of an asset is entitled to that asset. The study you link does not indicate that people aren't willing to pay for more privacy, it indicates that people aren't willing to pay for Google or Facebook. Every question there is about privacy is a "strongly agree" plurality except "I would like online services such as Facebook and Google to collect less of my data even if it means paying a monthly subscription fee." It doesn't demonstrate that consumers don't value privacy, it demonstrates that consumers don't value Google or Facebook. It's almost as if they're forced into a predatory business model by their lack of utility.I don't see where he is arguing about or denying the cost of big data, all he says is "five years ago hardly anyone realized that they had data."