That begins to pan more into the realm of maintaining a good online presence and why I advocate for stronger privacy policies. Online presence simply comes from educating people on what people can see and Privacy policies to dictate what I am willing to release for compensation. Finally, I'm willing to assume the data is somewhat sanitize to remove identifiable marks (again, that's a privacy policy issue).
If we extend the idea of data to include anything - my GPS data from my phone, heart rate via Fitbit, viewing habits; this is all data that we generate. Going back to my producer analogy, image if I was using a "Water-As-A-Service" company (WaaS) to water land I own; mind you, I'm not a farmer, I simply own this 'thing'. Now assume that WaaS has been taking anything that the grows on that land (say 'wild strawberries') without paying me and then selling it for another profit.
In this scenario, I'm upset as an individual because 1) I never gave permission to WaaS to take that product and 2) they are making money off of my hard work - they gave my a tool (water), but I did all the legwork to create the product.
In the same light, change water to cellular connection and strawberries to activity. Right now, we freely give our product away for free, which turns back to the story. I am willing to be compensated for my data. I'd prefer a better compensation model than "3 Months of HBO GO Free", but I look at this as a positive step in the right direction.
Furthermore, it could be used to incentive under represented statistical models. How a Caucasian male uses a system / service is probably a saturated market, but a Native American female model would be willing to pay more because that data is rarer. This can different for data point to data point, but now we're talking the economy of individual data and I'm not well versed enough in how that'd work.
Ultimately, I've accepted that in the current era, my data is out there. All it takes is one bad data breach and the goes any anonymity I've worked towards maintaining. Even to take a more cynical approach, I know Big Brother is watching - its simply too easy to do so. Its not a "nothing to hide, nothing to fear" argument, I just accept it as a consequence if I want to live in a digital world. However, I don't blindly accept this as there's nothing I can do, 1984 Orwellian times, but as a capitalistic viewpoint. I produce something, now pay me if you want it.