The counter-argument to that, which is also presented in the book, can be summarized as the resolution to Adam Smith's "diamond-water" paradox (roughly, why is it that while water is more useful, in terms of survival, than diamonds, diamonds command a higher price in the market). The answer is that the price is determined by the marginal value of the last unit of good available rather than the average value gained by its consumption. So while the average value of personal data is high (you can build a service like Google or Facebook) the single unit value (as in the OP) is low. I'm more convinced by this side of the argument.