youall the data aren't justre g ggagatheredndnd storesomewhwher.the information is integrated to create a profile of you. and that profile is sold and traded. people make money out of you. this kind of profile does not capture your entire life -- you as a person. so whatat does it ? it is rather like forensic profiling in the search for a perpetrator. an o offender profile is generated. the ththings you click on, yor likes, even if you don't actually post or write anything yourself on the internet, you wiwill still be profiled on, fr exexple, facebooook or twitte. and inferences are made e abot whether you are a good citizen or a bad one, a good taxpayer, creditworthy or not, and so on and so forth. and if the information ends up in the hands of yoyour employerr health insurer or the state, it could mean massive problems for you down the road. the trenend is towards non-coopererative data collectc. that means, data about us are cocollected witht us evenn knowing -- our movements or pictures of us. 's data cocollection we hahave t cocoauauthorized.