“Real knowledge is to know the extent of one’s ignorance” – Confucius

“The desire of knowledge, like the thirst of riches, increases ever with the acquisition of it” – Sterne

The more we let them know, the more they will want to know and will feel entitled to knowing. I guess we have to decide how much we are willing to let companies know in order to “target” and add relevance to our lives on our terms vs. bombard us with irrelevant info.

Drawing that line or even trusting that when the line is drawn – that it is really drawn – is the heart of the issue. I think that the amount of info people are willing to share will only continue to increase until it is used in untolerable ways that restricts our freedom. We will have made our own beds at that point – but only then people will want to pull back. Human nature.

They already know who we call, where we surf, and what we watch today – and we have to pay them – its not even free.