where does it say "own"?
it says: "nonexclusive, royalty-free, worldwide license to use that information to help you navigate, experience, and interact with online content"
type something - it's "used" to get what "you" want - how is that "own"?
It's also "you manage what you measure" - measure the wrong stuff ...
I agree with empathy and 'EQ', better still if we can measure the outcomes we really want (vs the easy ones). That requires knowledge and insight.