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The data gathering is justified as an in masse effort where personal identities remain anonymous. It is the anonymity that is B.S.. The sophistication and abundance of today's server farms can track and store every "0" and "1" of code in all communication. I have an age related so what attitude, but for younger generations this is scary at best. They are the zenith of profiling. Data on their every post and purchase ultimately bears their entire personal lives available for sale. It starts with the sale of goods and services and morphs into influencing, coercion and extortion.

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And the young quickly load their devices with whatever is available and are amazed that older people don't adopt an internet identify.

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