 Indirectly, the incentives of social media environments create particular problems with respect to privacy norms. For example, since it is the ability to access information freely shared by others that makes SNS uniquely attractive and useful, and since platforms are generally designed to reward disclosure, it turns out that contrary to traditional views of information privacy, giving users greater control over their information-sharing practices can actually lead to decreased privacy for themselves and others in their network. Indeed, advertisers, insurance companies and employers are increasingly less interested in knowing the private facts of individual users’ lives, and more interested in using their data to train algorithms that can predict the behavior of people very much like that user. Thus the real privacy risk of our social media practices is often not to ourselves but to other people; if a person is comfortable with the personal risk of their data sharing habits, it does not follow that these habits are ethically benign. Moreover, users are still caught in the tension between their personal motivations for using SNS and the profit-driven motivations of the corporations that possess their data (Baym 2011, Vaidhyanathan 2018). Jared Lanier frames the point cynically when he states that: “The only hope for social networking sites from a business point of view is for a magic formula to appear in which some method of violating privacy and dignity becomes acceptable” (Lanier 2010).