“We are at the dawn of a watershed change in the amount of data out there about us. It is created by us, about us. The stakes are high: will we use it for personal insight, and to build smarter, more sustainable communities, or will we use it for control, surveillance, and profit? Only by understanding the revolution already underway can we debate where we want it to go.” – Nora Young, The Virtual Self: How Our Digital Lives Are Altering the World Around Us (McClelland & Stewart, 2012).