I ask this seriously: who cares? Literally -- who should be concerned about this? Mass data collection is no longer a surprise; it's simply another feature of the landscape at this point. Additionally, the notion that an individual in a public space (physical or virtual) has a reasonable expectation of privacy is not credible. It's reasonable to assume that you are being surveilled by (mostly benign) third parties in any public space; why would you expect that your virtual activities would be treated differently than your physical ones?