The promise of formal and effective data mobility has been called up over and over by leadership in Government and Academia. In many ways, the technological achievement of this promise was delivered long ago. It isn’t necessarily easy, but you can store your own personal data for yourself on a dozen or more services spread across many Western countries. So what’s holding up widespread adoption? App-initiated integrations represent by far the most promising opportunity for introducing user-owned data infrastructure to the mass market, but achieving it means navigating numerous perceived hypocrisies, and embracing the argument that data is a currency, and ought to be - needs to be – exchanged.