I think it's more complicated than that. It's not clear that users do intrinsically own this data. Without the product and the graph attached to the product, this data won't exist.
Is it fair to say that it’s user-generated or user-specific data? Without the user, the data either wouldn’t exist, or wouldn’t be worth much, as in the case of shadow profiles.
It gets hairy quickly. Do you own your DNA sequence? You could say it's essentially just data. Would you be opposed to a company patenting your DNA and profiting off it?