The expected utility function of open data

I went over an earlier post and realized my message probably was hard to understand because of the poor english in it (apologies, it was late when I posted it, and did it from a stream of consciousness). I would like to re-open this conversation because I believe this is the nut we need to crack to monetize data, and not pages. I will repost the original (but cleaner) posts, with additional explanations of my thinking:

There is a fundamental conflict between user needs (e.g., I want all my data to be mine, portable and across all data providers/sources/sites, etc.) and data owners (big Internet companies, sites, networks, Walmarts, Amazon's, your grocery store, your medical insurance, anyone holding, processing, doing something to the data you leave behind in your behavioral trail of interacting with them). The data owners must be convinced (in a granular fashion, by answering every parameter in the "expected utility function" equation) of the necessity for them to open up their data. Some of the parameters in this equation that needs addressed are: size of payout to data owners of opening up their data to developers/users; probability of occurence (of this payout, which is essentially the needed business models of Web 3.0 app providers); risk aversion (check the panel Business Risks of Web3.0: What Risks? at Web 3.0 Conference & Expo); we also need to account for differential utility of the same payout to different companies/verticals with different assets and/or needs.Dan Grigorovici, Web3Beat:, Oct 2008

Now, I don't think we've done a big deal of work on this so what we need to do now is to frame our value prop to Big Data Owners from this perspective, by answering these basic questions. If we can't, we won't get the data because the owners will not feel incentivized to do so. And quite frankly, very few of them do. What I mean when I often say "monetize data, not pages" is really that the new business models of Web 3.0 are not as much about advertising (or at least not the current shape of advertising/marketing): it's more about viewing data as an asset on its own, not so much for ad targeting but rather relationship (true social, consumer-driven relationship) building. It's what relationship marketing was supposed to be, before we started to use theocratic concepts such as "own", "manage", "acquire", "retain" customers, as if we ever had so much power on them (wake up: we never really had, outside of our CRM-ish PPT dreams).