Let's say you want to change things one day in your country: you get into politics or unionize. Too bad, your opponent has a back-channel access to data about you which could be used against you if made public. Or some law is passed and suddenly some of your old activity is made illegal: you're now on a watchlist, let's hope you can stop your cinnamon addiction.

Let's be more day-to-day: all your data is sold to insurance companies. Where you go, how fast you go, what kind of food you eat, your gym attendance etc.