Some benefit accrues to the user too.
For example if a car rental company has my ID on file, dozens of my selfies from every time I rented, audio and video data from my trips, on one hand they are spying on me, not letting me delete the data, so it benefits them because they have all this intelligence on their customer.
On the other hand because they have that intelligence, I can be more easily approved and get into a car faster than the average person. They already know what kind of driver I am, that I’m clean, I fill up the tank, bring it back on time. I don’t have to do any work to provide that proof, and don’t have to go through delays, hit my credit report, or pay security deposits since they can just look at what kind of driver I am.
There are some cases the user shouldn’t be entitled to delete data about them - or at least it should be lawful to enter into such agreements.
The only time I think it’s unfair and should be regulated is advertising and dynamic pricing. All things related to targeted ads feels like a misuse of technology - and yet I don’t mind it if two people mutually enter into an agreement where both parties benefit, or at the very least the user is compensated.
When you convert from an ad to buy something, a rebate of some small amount should credit to your account to compensate for being profiled/tracked and served the ad you converted on. Paid for by the profiling/tracking/ad serving company (out of the revenue from the advertiser).