First of all ...
... "big data" is the NSA. No others need apply.
Second of all, those of us over twice the age of these children, that's the people who actually built this thing now known as "The Internet", actually grok the privacy issues involved in the research network invented to research networking. It wasn't designed to hide data, rather it was designed to share data. And it does that admirably.
It was NOT designed with anything resembling hiding the sharing of individual human statistics for marketing purposes, and as a direct result, those stats are available to all & sundry. And big-business is using those stats to make money off the backs of individuals.
Worse than Unions, really, when you think about it ... the fucking brain-dead sheeple don't even realize that they are making money for multi-billion dollar international corporate conglomerates, without getting so much as a nickle of the profits!
What are these fucking morons thinking, anyway?
"Oh, goody! I can see a video of a sneezing cat on youtube! I'll send all my friends a gmail
spamlink to it! And then I'll post all the videos I took at a family wedding, with appropriate captions (including names, addresses, phone numbers and email addresses, natch'!) on facebook! But google, a MARKETING company that it is, would never try to correlate the data! Not ever!"
The above actually happened to a friend, BTW. Many of the receivers of the "cute cat" email last Wednesday are regularly getting advertising for "cute cats" and wedding related shit on google related Web pages today. The wedding was on Saturday.
The mind absolutely boggles ... WHY THE FUCK do people trust google?