This comment (and phrase) from Bruce Schneier struck a chord with me.
NYU professor Helen Nissenbaum gave an excellent lecture at Brown University last month, where she rebutted those who think that we should not regulate data collection, only data use: something she calls “big data exceptionalism.” Basically, this is the idea that collecting the “haystack” isn’t the problem; it what is done with it that is………Under this framework, the problem with wholesale data collection is not that it is used to curtail your freedom; the problem is that the collector has the power to curtail your freedom. Whether they use it or not, the fact that they have that power over us is itself a harm.
Of course, as Alan Kay said, we need ‘big ideas’ rather than assuming ‘big data’ will do our thinking for us. This is not to deny that large data sets are not useful, nor that they do not allow you to answer questions, you might not have been able to do so before. But A/B testing only gets you so far. And beware technicians who want to mould nature to their method, not vice versa; or change what meaningful consent means.