Cybercitizens and their associations collectively apply pressure on websites to reign in their tendency to misuse privacy related data (user profiles, search histories, messages or posts). Such actions have effectively maintained a check on privacy misuse, and ensured large firms modified their systems under their pressure. This is because reputed firms can be trusted to not misuse individual privacy or rights in ways that will hurt the financial or emotional well being of their consumers, as this would severely undermine their business viability. Today, privacy gaffe’s made during the implementation of a technologically smart idea by an engineer with no clue of its privacy implications are on the decline, as large firms have instituted privacy reviews and awareness programs.
However, there is no slowdown on the automated or robotic use of big data analytics to mine a user’s needs, behavior and actions and translate them into sales and new products. Privacy is also a not so important topic among the younger generation. In the future, we should expect a careful balance between privacy, its economics and legal deterrent to data abuse. This is an imperative to keep the Internet free, for it to grow and to foster continuous innovation in online technology, products and services.