I personally think "own/control your own data" being the punchline for most web3 products is at best extremely weak esp. when facing consumers. 

Consumers don't tend to optimize for "safety" when they are looking for fun. It's rarely ever the primary hook.

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The web3 “own your data” model is really just switching the cost burden from third party advertisers monetizing consumers attention, directly to consumers themselves.
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Until there's a way for average consumers to passively earn from their data enough to offset some of the new cost they're shouldering via P2P content distribution and purchasing, it's a tough model to envision taking off outside of niche altruistic support of certain artists .

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