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Wait - This Is Waaay Too Rational …
We need to shift control of personal data back to the individual. A true ‘Internet Of Me’ in which we own all our data in a way that is secure and private, with the option to allow others to access it in return for some benefit, be it service, convenience or reward.
Source : CAPX (http://www.capx.co/putting-consumers-at-the-heart-of-the-personal-data-economy/)