[Jensson]

Data holders often ban others from using their data and then create a competitor using it. See Netflix etc. So it is possible that capabilities go down instead of costs going up, simple because data holders would rather create their own service than sell their data.

[malfist]

What's more likely is both. Capabilities go down because companies see their data as their moat, and costs go up as people price their data closer to the real value.

See reddit