We're talking about ordinary people here. Their data is valuable to them because it's their pictures of their grandkids and their draft of the Great American Novel and their recipe collection. They're not backing it up themselves, they don't even know how.

But it's also their copy of all their bank statements that include their routing number, which nobody who is physically in their house is going to use against them but is a serious fraud risk if it can be accessed remotely on some cloud.