The riot of noise is being turned up to 11. In December last year I predicted that by this time this year we'd be seeing a clamour of people wanting their data back. Today ask.com offers a search tool which allows you to delete your data from their server. AskEraser puts the user back in control. Google keeps your data for up to 18 months.
There is a swing away from data ownership, data farming. It's about data mining now - data is all mine, not yours! See Ankur Shah's thoughts' about using data only when interacting with the owner of that data (ie the individual concerned) reported here.