If you have worked in or around tech for the last decade, you have heard -- or likely spoken -- this irreverent remark about the data economy. While critics are all too willing to give this judgment on the use of consumer data in modern business, there are notably few alternatives or solutions mentioned. But the most concerning part of this saying is the seeming inevitability of data collection, aggregation, and monetization. No other mechanisms exist for people beyond what appears to be a binary choice. And even choice is an illusion in some cases.