This thought piece explores how business executives ought to be debating control over user (data), is less about where data is collected and stored but rather where, or rather how, individual data is used, monetised and by whom. -- Given that platform companies such as Apple, Facebook, Twitter, Google, Baidu, Amazon, Alibaba, Tencent Xiaomi as examples complicate, confuse and officiate what they are actually doing with our personal data, how can leaders position their business to become truly customer centric and put the customer first. As a context, economics defines utility companies (gas, electricity, water, telecoms) as only having one true differentiator - price. Given the ubiquity and certainty of one unit of electricity is the same from where-every you buy it, the market players create bundles and offers to hide the actual price and to make comparisons between the same utility very difficult or near impossible. However, what happens when you don't have a “price” e.g. Fac