Privacy as part of a business model

Currently I am working on privacy for location-based services (LBS) with a focus on the user perspective, in particular informed consent. With a colleague I discussed the role of privacy for business models and that, similar to technology push and pull, there can also be a privacy push and pull. A prominent question is whether privacy adds value for the users; do users prefer services where they can control their privacy? And does it matter which users and which services?