If a frog is put suddenly into boiling water, it will jump out, but if the frog is put in tepid water which is then brought to a boil slowly, it will not perceive the danger and will be cooked to death. So today you don't see a major problem. Even though every single purchase you made in your entire life is being logged in a central database that's out of your control. OK. You are slowly being brought to a boil, and you're not perceiving the danger.