I don't entirely agree. People may be confused about data, but they are not confused about ownership. They understand ownership quite well. By sticking with that framing, you only have to get them to understand this ephemeral thing. Once you do, they can immediately apply all their concepts of ownership to it. To replace ownership with something else, well, now you've still got to get them to grasp the data, but also this something else, which might necessarily be somewhat abstract.
I'm not even quite convinced they can't grasp the concept. People think they 'own' their digital copy of The Rescuers Down Under, when technically they've leased it. They generally understand they shouldn't post their credit card numbers online. I think it's more likely that they just don't understand the consequences, and even if they did, generally feel dis-empowered to do anything about it. That's a dynamic that has existed since before the internet.
I'm not even quite convinced they can't grasp the concept. People think they 'own' their digital copy of The Rescuers Down Under, when technically they've leased it. They generally understand they shouldn't post their credit card numbers online. I think it's more likely that they just don't understand the consequences, and even if they did, generally feel dis-empowered to do anything about it. That's a dynamic that has existed since before the internet.