One of the biggest reason would be that using data as payment has demonstrated to push out companies that don't want to collect data. Data as a mean of payment is less clear to the consumer about the costs, and there is no real good way to inform the public outside of an massive investment into the general education that focus on privacy, data laws, how data is gathered, why it is gathered, how it get traded and used, and what the outcomes are. The value added through data is also not taxed which creates an unfair advantage compared to other payment methods.