Consumers on the lookout for freebies have flocked to free services and signed away their data rights to access these cool and indispensable services. However, with AI, microtargeting and next best action algorithms all becoming ever more pervasive, things can now feel a little creepy for many consumers. There are plenty of recent examples where social media has collected, mined and sold customer data to third parties only for the data to be weaponized. The advent of new global data regulations on protection and sharing of data will disrupt and end this era of collect everything and sell everything to everyone business models. That, in turn, will have a massive impact on social media companies in the Valley. Stephen Holmes, vice president, Virtusa's xTech Lab suggests Blockchain as solution to put the consumer in the driving seat on exactly what, who, and when anyone can access their data.