You have to give up control of your data if you want to access authority, reputation or celebrity status

Assuming that our data is either in our control or not then data must be part of the big digital game being played. But what are the levels of the game?

At the entry level you have total control and you basic access to a service called private

If we so choose we could allow others to use (not copy, take, image or cut) our data and run it through an algorithm so that we have access to the personalisation level.  No real data is given up and most things are in our control.

If we want access to the volume level (effect) you must share your data but you gain access to the authority and recognition levels for your original work, but you need to be “liked”

The only way to gain access to the final and highest level - the multiplier effect or celebrity status is to give up everything and risk it.