 Privacy-preserving techniques that can largely conceal the identity of persons or groups are now a standard staple in data science; they include (relative) anonymisation , access control (plus encryption), and other models where computation is carried out with fully or partially encrypted input data (Stahl and Wright 2018); in the case of “differential privacy”, this is done by adding calibrated noise to encrypt the output of queries (Dwork et al. 2006; Abowd 2017). While requiring more effort and cost, such techniques can avoid many of the privacy issues. Some companies have also seen better privacy as a competitive advantage that can be leveraged and sold at a price.