I’ve long believed that the crossover from the Industrial Age to the Information Age will be marked by an awakening to the need by customers to control their own selves, rather than to remain subordinated to the controlling interests of companies. Same thing with citizens and governments.
Cluetrain, for me at least, was about that.
So now user freedom is at issue again, this time in the context of “social networking”, which in the current popular sense happens almost entirely inside company walled gardens. Some companies are larger than others, and some gardens have openings in their hedges for “federation” of user data, at the latter’s grace. But your data is still theirs, pretty much. That’s how it plays in the media, and probably in the minds of most of the companies involved as well.