An extraordinary amount of data is being collected and stored by governments, corporations and private companies, as Dover, Matswyn, Palfrey and Gasser and others have documented. Garfinkel (2000) and more recently, Craig & Ludloff (2011) have spoken about the worrisome consequences of Big Data – the huge databases being amassed by Internet companies. IDC reported that in 2010 the amount of information created and replicated over the Internet crossed one zettabyte, i.e. 1 trillion gigabytes (10 followed by 21 zeros); and it is almost doubling every year. There are as many bytes in the digital universe as there are stars in the physical universe. View More More importantly, 75% of this information is generated by individuals, i.e. by us. Craig and Ludoff (2011): “Our offline life is now online. We trade our personal information for online convenience like ecommerce, instant communication, keeping in touch with hundreds of colleagues, networking with communities about things we care about, and even for the chance of romance. In exchange we are marketed to. Our data is aggregated and segmented in all sorts of ways: by age, by sex, by income, by state or city or town, by likes, by sites we visit.” We willingly provide this data in exchange for something that we perceive as “free” – free social interaction from Facebook, free search from Google or free apps from Apple, without realising that there is no correlations between the data being collected and the service being consumed. We could even be unaware that data about us and our activities is being collected and collated.