All solutions come with cost. Shifting a lot of the responsibility to the individual is a very conservative approach that seeks to preserve the current system instead of reforming it. With self-tracking we end up optimizing our behavior within the existing constraints rather than changing the constraints to begin with. It places us as consumers rather than citizens. My fear is policymakers will increasingly find that it is much easier, cheaper and sexier to invite the likes of Google to engage in some of this problem-solving rather than do something that is much more ambitious and radical.