data isn’t the new oil, in almost any metaphorical sense, and it’s supremely unhelpful to perpetuate the analogy. Oil is literally a liquid, fungible, and transportable commodity. The global market is designed to take a barrel of oil from the Ghawar oil field in Saudi Arabia and, as frictionlessly as possible, turn it into a heated apartment in Boston or a moving commuter bus in New York. With data, by contrast, the abstract bits are functionally static. The distinction between the service that provides user value and the previously cited bounty hunters who buy trafficked location data becomes clear when considering the 2 biggest triumphs of privacy legislation: the European Union’s GDPR and California’s Consumer Privacy Act. Both require data handlers to gain user consent and place various administrative hurdles around the third-party use of data. A well-known app, publisher, or online store like Facebook, The New York Times, or Amazon can easily collect consent. Who doesn’t just click Accept on all the popups to get to the story or product you want? But what if some random company like LocationSmart (implicated in the bounty hunter data leak) needs to find you and collect consent? Best of luck with that.

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