The article argues that personal data should be treated like property. By giving people ownership of their data, it could improve how this information is used and protected. They say that the benefits of treating personal data as property outweigh the costs. Currently, without clear property rights, protecting personal data is tricky and there's not enough incentive to keep it safe. But if we treat personal data like property, it could help solve these issues, although not completely. To make this work, it suggests using private companies to help enforce these property rights, which could be more efficient than relying only on government institutions like courts and regulators. Overall, the article suggests that personal data becoming property could bring more gains and costs might not be as high as previously thought.