Is personal data the currency of the future?

Knowing as much as possible about the customer is valuable to all kinds of companies, starting with FMCG over health and insurance to targeted advertising sevices. In the future the price we pay for a product or service might depend on how much information we are willing to share with the company. How much information are we willing to share? How do you protect key data? And how do we put a price tag on our personal data?