-- the real new frontier for identity has the moniker: Personal Data Spaces or Personal Data Lockers. Labels aside, it boils down to individual management of identity that leverages:
1. distributed nature of the InterWeb
2. URIs (scheme agnositic)
3. structured data representation -- universal graph model (which is syntax agnostic)
4. PKI -- without the broken centralized CA network as sole arbiters of verifiable identity associated with X.509 certs.
5. trust logic that resides in InterWeb accessible and addressable structured profiles.
Google, Facebook and friends (no matter how hard they try) are but a piece of the puzzle. Ultimately, it is "You" and only "You" who knows "Your" state of "Being".
The great thing about exponential times is the rate at which it has brought the thorny but critical issue of identity to the floor, due these times of immense inattention to critical details.
"You" will someday negotiate with marketeers for access to key enclaves in "Your" personal data space. At sometime you'll realize that Facebook, Google and co., can't hold you hostage, they actually need "You" and "Your Network" more than "You" need "Them".
For now, they are successfully feeding on the prevalence of inattention due to flux state of the InterWeb inflection :-)