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The difference is that you have a degree of control over what people see. There is a degree of privacy and can back out at almost any point and can mask what you are doing quite easily.

It’s not socially acceptable to go and rummage through someone else trolley and confirm what’s in there.

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But it is socially acceptable that after installing an app or signing up for a service it gets to scrub all the data from the phone; contacts, photos, messages, relationships, locations, businesses, apps installed, calls, usage, all of it, then correlate it, classify it, generate profiles, predict behaviors and sell that information?

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Not at all. I’m saying that normal interactions have a degree of privacy to them, even when out ‘in public’. I do think that there are expectations of privacy in most interactions, yet somehow social media and advertising have completely broken this standard.