you don't own jack
Unlike large swaths of Europe where you (a data subject) are allowed to own data that pertains to you, the US is perpetually hung up on the concept of "privacy" and as a result, companies that collect data legally view it as their property (with patronizing exceptions). In essence, you are (to them) a captive revenue stream.
Looks like now they can also legally view you as a helpless schmuck based on the argument that you were a helpless schmuck anyway, and they're just doing you the favor of codifying it. Aren't corporations just the best friend a consumer could want?