Paid for your data

One thing I’ve been curious about is now we are in the digital age, our “data” has never been more valuable. Where you travel, what you buy, who you speak to, what you eat etc

This data is bought and sold, for a great deal of money. What if everyone owned their own data outright, and was paid directly for it?

Is this feasible? Pros and cons?

Edit-ok, so it’s possible and to some extent happening already. To me this seems like an absolute no brainer, and I’m struggling to see why this can’t just be rolled out universally. What are the downsides? Why hasn’t this happened already?