I believe that we have fundamental issues with personal data ownership in the web for two reasons:
1. People do not believe web is real life. In the physical world, it is very easy to see how your rights are violated. If there's a person following you for days (when you shop, when you buy your medicine, when you talk to friends), you call the police. The majority of users have no idea of third party trackers. They have no idea what (or rather how much) information they are emitting at each point in time.
2. People have access to amazing products for "free", and they do not know the price of their data. Imagine if you were given a TV, but you would have to babysit a boring kid 2 hours a day for years. I guess not many would want that TV. Force each company to offer two plans (legally): one free + (ads / tracking), one premium (no ads / no tracking), then see how much people care about their data.