Living in the age of Big Data, consumers are slowly awakening half in doubt regarding the ownership of the data which they generated. As more enterprises start utilising user-generated data for so-called target marketing, more consumers begin questioning about unfairness in sharing the profit earned by commercialising that data. This question motivates us to think about the essence of privacy. Is privacy just about the right to be let alone? Or might it include the right to sell the users' own data?