 Social media pose additional challenges. The question is not merely about the moral reasons for limiting access to information, it is also about the moral reasons for limiting the invitations to users to submit all kinds of personal information. Social network sites invite the user to generate more data, to increase the value of the site (“your profile is …% complete”). Users are tempted to exchange their personal data for the benefits of using services, and provide both this data and their attention as payment for the services. In addition, users may not even be aware of what information they are tempted to provide, as in the aforementioned case of the “like”-button on other sites. Merely limiting the access to personal information does not do justice to the issues here, and the more fundamental question lies in steering the users’ behaviour of sharing. When the service is free, the data is needed as a form of payment.