then when you talk to millennials, there is a sort of -- blitheness about technology in their lives. of course these big companies know everything about me, what's the problem? they're just trying to get me a better user experience with apple or when i'm online. i don't care if they know what my deodorant preferences. i don't even care if they are listening to me at the kitchen table when i'm talking with my roommates about the stuff we're going to do that day, if it means that later on in the day i won't be bombarded with irrelevant ads, if they can target me with the stuff that i really want and figure out how to help me live better, faster, cheaper, and easier, then what is the big deal? part of the reason i wrote this book is that i wanted to address this sense of "what's the big deal?" here use strong leg which because i think the threat is dire.dyer -- i speak for myself, not for the wall street journal, but i not true that people have fully taken on board how quickly we have gone from the sort of brick-and-mortar world that i grew up in to this always connected, always on, alw