Bingo. You're more private if it costs 10x the amount to get at your data. For example, if you have to phone up the records office yourself to find the records, you're not going to wind up with random people being interested in them, generally speaking - but if they turn up on the first page of google when someone searches your name, there's a lot more people are going to find them. Privacy is all about creating friction - similar to hashcash or similar.