Our data is out of our control. We might (wisely or unwisely) choose to publicly share our statuses, personal information, media and locations, or we might choose to only share this data with our friends. But it’s just an illusion of choice—however we share, we’re exposing ourselves to a wide audience. We have so much more to worry about than future employers seeing photos of us when we’ve had too much to drink.

Corporations hold a lot of information about us. They store the stuff we share on their sites and apps, and provide us with data storage for our emails, files, and much more. When we or our friends share stuff on their services, either publicly or privately, clever algorithms can derive a lot of of detailed knowledge from a small amount of information. Did you know that you’re pregnant? Did you know that you’re not considered intelligent? Did you know that your relationship is about to end? The algorithms know us better than our families and only need to know ten of our Facebook Likes before they know us better than our average work colleague.

https://alistapart.com/column/the-illusion-of-free/