https://phys.org/news/2018-06-dont-car-harder.html

We propose that it's because people find data difficult to own – and things we don't own, we tend not to protect. This is a question of psychological, not legal, ownership, which is more powerful in explaining why we care for things we call "mine".

Owning data is not like owning a car. If someone used your car, rented your car to others or stole it – you'd notice. And you'd care. But our data can be used, on-sold or stolen without our permission, without us ever really being aware, or worrying too much about it.