Few cultural shifts of the past two decades have done more to erode personal (0) PRIVACY (PRIVATE) than our collective willingness to trade personal data for convenience. Most users remain largely 1AWARE of the sheer volume of information gathered on them each day: the apps on a typical smartphone routinely transmit location, browsing and purchasing behaviour to third parties whose business is continuous 2SURVEY. The resulting behavioural 3PROFILE is more detailed than anything intelligence agencies could have dreamt of a generation ago, and claims that such datasets are protected by 4ANONYMOUS collapse under the mildest scrutiny, since the 5AGGREGATE of several innocuous records can re-identify individuals with disturbing ease. Comprehensive 6LEGISLATE protection has lagged far behind the technology, and citizens often grant blanket 7PERMIT simply to access basic services. Until incentives are realigned, the current arrangement leaves ordinary users conspicuously exposed to 8VULNERABLE they scarcely understand.