Big data value, the cult of Influence or just more scoring systems!

Image source : http://memeburn.com/2011/03/why-data-is-the-new-oil/

There are a lot of trends for 2012 about data being the new gold, oil currency or something other commodity. Even if we ignore the basic economics about physical commodities (they are limited) raw data has some value, moving along the refinement process we know that filtered data has more value, presented data has even more value but data analysis that tells the story and the future has more, but the highest value is that which changes a behaviour.  Assuming that everyone now has some digital influence that can create behaviour or attitude change (not just celebrities, academics, policy makers or those who sway public opinion) - will we see in 2012 an influence reward system that will yield wealth and value on those with the most digital social influence or just more about how to score it?