Businesses have experimented with &quot;other people&#x27;s data&quot; forever. The clerk at the video store chats with customers, learns which ones are chatty, what recommendations work out, etc. This is considered to be <i>good service</i>. But a cloud software company does the same thing with an algorithm and a CPU and suddenly it&#x27;s an outrageous violation of privacy. Suddenly we need informed consent protocols to change the signage on the store front or the font on the web page. Seems like an overreaction to me, assuming that all cloud companies are out to take zero-sum advantage of you.