I've heard it said that a business's purpose, reduced to a single point, is to separate you from your money. A little cynical, sure... but not wrong. A company might appeal to your compassion, outrage, or sensibilities, prey on your doubts and fears, win you over with clever marketing, or just scratch an itch you didn't even know you had. Some do a nice job of reinvesting in their employees and community. But at the end of the day, it's (ultimately) about keeping the lights on.
It's hard enough to see past our own feelings, to judge a product on its own objective merits, but at least when we buy into something, we can usually just as easily stop buying into it. Sure, there's contracts and whatnot, but when you don't renew, the problem is solved.
But these days, the hot commodity isn't the green stuff in your wallet. The modern business's purpose, reduced to a single point, seems to be to separate you from your data. And as it happens, I stumbled across several instances of data mining wrapped up as "features" just last week.
LinkedIn cares about your team
After I accepted a connection from a legit coworker, LinkedIn asked if they were a current or past coworker. Odd.. surely they could determine that from our mutual "experience" sections.
Ah, they've got a "teammates" feature, and they want to start the ball rolling on my filling in details about working relationships. And while I'm at it, I could pony up details about my other connections too. This is all for my convenience of course - never miss an important update!
Perceived Benefit: By telling LinkedIn who your current and past manager, direct reports, and team members were/are, you'll be fed more relevant updates and stories in your timeline. If you do (or did) work for a corporation with thousands of employees, then having the same company listed on both your profiles doesn't necessarily mean you want to know everything about that person, so you can feed their algorithm and get the more relevant (to you) stuff.
Data Opportunity: LinkedIn already knows who works (or did work) for the same company, but this gives them access to something they don't have - your corporate structure. If enough people feed the machine info about who they work with and in what capacity, it's easily possible for LinkedIn to piece together a company's internal structure.
Potential Risk: Many companies publicize their top leadership, but not many list everyone. And few to none would make their complete org chart public, but that's exactly what LinkedIn would have. Is that considered sensitive info? I'm not sure. It seems like the kind of thing most companies would like to remain confidential.
Facebook cares about your health
Have you heard about Facebook's new Preventive Health portal? Hand over your medical information to FB, and they'll make recommendations on what kinds of other preventive measures you should take.
Perceived Benefit: Facebook will show you recommendations for preventive health, based on your age and gender. If you let them know what medical checkups you've already completed over the years, they'll make it more personalized.
Data Opportunity: Facebook gets access to your medical data. I can't imagine what kind of new and amazing ads they can start targeting you with once they realize the kinds of medical treatments you're having done, or are scheduled to do. They say, "we're starting with health checkups related to heart disease, cancer and flu", so if this is remotely successful, it'll almost certainly extend to all kinds of medical issues.
Not to mention, "at this time, Preventive Health is only available on the Facebook mobile app", for reasons I can't even guess. All the mobile app requests access to is your contacts, calendar, phone log, app history, microphone, camera, location, media, sms, so... seems legit.
Potential Risk: In the US, "The HIPAA Privacy regulations require health care providers and organizations, as well as their business associates, to develop and follow procedures that ensure the confidentiality and security of protected health information (PHI) when it is transferred, received, handled, or shared."
But in Facebook's own words:
- Facebook doesn't endorse any particular health care provider.
- Locations don’t pay Facebook to be included on maps in Preventive Health.
- Neither Facebook, nor any of its products, services or activities are endorsed by CDC or the U.S. Government.
Facebook isn't a health care provider, nor a health care provider's business associate, so no HIPAA. Besides, given their abysmal record on data breaches, I'd be wary of any promises they made anyway.
Amazon cares about your privacy
And someone on Twitter posted this warning they got when visiting Amazon.com with the Honey browser extension installed. It's an extension that monitors what you're shopping for, and lets you know if it's cheaper somewhere else or there's coupons. I installed Honey to try replicating it, but couldn't.
Perceived Benefit: Amazon is issuing a public service announcement, trying to protect you (their loyal customer) from the harms of a rogue browser extension.
Data Opportunity: Amazon has their own browser extension, which has far fewer ratings and an lower overall rating, and which (according to the permissions it requests) can access the sites you visit, access your bookmarks and location, manage your other extensions, observe and analyze network traffic and intercept, block, or modify that traffic, similar too (but more extensive than) the Honey extension.
Potential Risk: If all you do is uninstall Honey, there's not really any risk. If you replace it with Amazon's extension, I'd say you're giving up even more data, feeding the giant machine. They promise to help you "price compare across the web", but that's a difficult pill to swallow. Besides, it's a little tough to buy the "security risk" bit from a company that wants to install listening devices into your home, sometimes with unexpected, shady results.
As a side note, I don't even know how Amazon managed to detect that Honey was installed. I can think of two possibilities. First, maybe the twitter poster had the Amazon extension installed too. With the "management" permission, it might be able to detect Honey by itself. I tried it, but I didn't get a warning.
For example, I uploaded a small file called "ads.js" to my site (view it here), which is basically guaranteed to be blocked by ad blockers. Then below, on this post only, I attempt to load the script and run a second script that detects whether the variable in that file was created. If it wasn't, then your ad blocker blocked the "ads.js" script. Try disabling your ad blocker and refresh the page, and the message below should change.
Since Honey probably injects something into the page to help users get the best deal, Amazon could inject some code into their page that inspects the DOM for some element that they know Honey creates, and then display a warning at the top.
Conflict of interest, anyone?
There's so much caring going on, I'm getting weepy
I could go on and on with other examples, but the moral of the story is that when a company rolls out a new "feature" that exchanges your personal data - especially something they wouldn't otherwise have access to - in exchange for a little convenience, take a second or two to think about what they stand to profit from it.
Once that data is in their hands, you can't do much about it, and they may be able to profit from it any way they like for a long time.