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It seems hard to disincentivize "data" in the same way it's hard to disincentivize "cocaine", e.g. to most companies "10 kg of cocaine" is a liability but there exist certain companies generally staffed by more unpleasant people who make it their business to treat it as an asset.

Which means going to a different layer / structural solution maybe. How does the value of data go to zero?

Lots of companies ran a mile from data once GDPR dropped and it’s pretty much a standard threat model for new information architectures

Nothing meaningful should stored due to data leaks liability, period. Now if data really leaks out users should be able to sue and get compensated. If companies are made to pay they'll clean up their act fast.

It shouldn't be opt-either. It should be treated as radioactive waste that you don't want anywhere near you, your family, not in cold storage, not even in a mine in the Yucca mountains.