I prefer my data to be considered like my organs. I can still donate them and receive transplants but these aren't for sale, and no one should profit from it.
Seems like we missed the boat on that a while ago.
The great thing is that we can always build a new boat. Google's and Facebook's business model is not more important than the individual right to privacy, and if Google and Facebook cannot peacefully co-exist with the individual right to privacy then Google and Facebook must simply not exist.