Current technology makes the threats to privacy less tangible and less visible. It is difficult to know when and for what purposes individuals are being watched or information is being gathered and used for purposes that are not endorsed by the individuals.
While many organizations have the capacity to collect data from consumers, businesses have a profit motive that adds a greater threat to the privacy dilemma. It is not only the continual compilation of data about individuals that poses privacy trepidation, but the ways in which data can be transformed and sold to other organizations. This consumer profiling can be misleading and damaging.
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