I've been following Morozov's great work for a while, so even though I have a lot of other things to do, I just actually read the text.
I find his main points pretty obvious, e.g. about threats for democracy, and about how "giving individuals more control over data" by itself is not enough.
What I find very interesting is when he mentions that the economic perspective is often disregarded. Indeed, a lot of initiatives seem to focus on the legal or technical aspects, not on the economic ones.
This list of course has had this insight for a long time :) VRM, PDEC, Respect Network, Ephemurl and others clearly do believe in finding new economic models around data and privacy.