“I have nothing to hide.”

Many people underestimate data privacy. They say that they have nothing to hide. This story should change mindsets.

The amount of devices connected to the internet is enormous. Each of them can collect data, which companies can use for analysis. Many people think they are a small fish in this vast ocean, but they should know what the companies want and how valuable their data is.

About the product and data

People keep wondering how massive platforms make money. The user did not pay anything for the platform, either did the other billions of users, so how can they keep this platform running?

“If you’re not paying for the product, you are the product”

Unaware people believe that companies sell data to third parties, but the truth is: they don’t. They create a model of each person to make more precise advertising.

Facebook makes only money by using data. They are a billion-dollar company — which visualises how much money user data can make.

Companies want any small piece of data they can get. Otherwise, the “big data” system would not work.
Facebook and other companies train neural networks to make precise models of the user. Apps like Instagram count how long the user looks at which picture. The app keeps track of the liked posts, types of watched videos, etc. The app gathers as much information as possible to generate more precise user models.

The goal

When a user sees an ad, then the platform makes money. The only logical thing to do is to keep the user as long as possible on the platform. Social media apps were not addictive in the first place; they were designed to be so. Every pushup notification from the App creates a small dopamine kick. The user needs to open the App to see what he is missing.

Companies can only achieve this by manipulating the human brain. They are programming brains silently, to make users watch more ads.

A short story

Micheal is a person with a typical job who uses all kind of technologies. He pays everywhere with Google Pay; he sends messages via WhatsApp. Also, Michael uses Netflix for entertainment, Google for searching the web, fitness bracelets for exercise and Alexa to optimise his daily routine. He thinks he has nothing to hide.

The story is concise, but it does not require any more data collecting gadgets, to know how he thinks, what he does and how he lives. Google can analyse Micheal’s data in many different ways. If he buys food after work, they know when and where. They can even figure out his daily work schedule. If Micheal uses a payback system, which stores the orders, then they can analyse it. Is he alone, has he children, does he it healthy?
Only by the orders, Google can get many precious data, only that Michael saves some cents with this payback system. The data collected exceeds the value of the meal he ordered.

If someone asked Michael for his sexual direction, he would keep it a secret. Suddenly, his government decides to check all private messages. An algorithm figures out he finds the same sex attractive. Sadly, some governments penalise gays with the death penalty.

Alexa sends snippets to Amazon. It is not known if Amazon uses them, but they can. Personal assistants usually know everything about their person, so can digital ones too. When does Michael wake up? How is his morning routine? Is he buying healthy or unhealthy food?
Does this matter? Suddenly Michael gets ill, so his health insurance decides to charge him more because he has an unhealthy lifestyle. He orders fast food and snacks from Amazon. In his local store, he buys alcohol and cigarettes with Google Pay. Others who have a healthier lifestyle may need to pay less.

Once Michael gets asked to sign up in the supermarket to win a car. Why does a company do this? They want to collect data. Michael just gave away lots of precious data for nothing. He did not win any vehicle, only annoying phone calls and spam Mails.

On another day Michael googles “nearest doctor”. What should Google do with that information? If he buys antidepressants afterwards, Google knows why he searched that. Michael suffers from depression, so show him more adverts!

Conclusion

Data is worth more than people think. Personal information is sensitive. Please do not give it away to anyone who is asking. Once stored, forever stored.