The world we inhabit in is shifting around. The individual is no longer the most important unit of society. Society as a whole, are being turned into a collective, in no small part due to the startling disregard for privacy today. Technology is changing, allowing companies and other interests, big and small, to track consumers' location and mine information, all without their consent. There should be a limit to what these entities can gather upon others. The invasion of consumers' lives is simply not worth the apparent benefits.
Cell phones today are a huge source of information for companies seeking to market to consumers. Not only can companies purchase information about an individual's appearance and interests, but the locations that specific individual visits as well. Text I, lines 4, 9-10 states, "They know you drove by Domino's Pizza. Details about your habits, your age and gender are compiled and can be sold to third parties. The information is predominantly used as a marketing tool so advertisers can target you with products or services that you are more likely to use or want," quote Paula Ebben. First of all, this situation comes off as astonishing, even somewhat "creepy," state text I, line 10. To think that technology reduces people's environmental privacy to near zero that consumers are never entirely alone, is potentially terrifying. In addition, collecting this information does not require explicit permission from the subject, as quoted in text I, lines 20-22. "This is something that consumers are automatically opted into" Reitman said, by Paula Ebben. Not only can these companies collect personal information, they commit such process in a way that is essentially hidden from the consumer. There are ways to be notified of privacy policies and to even opt out, however, the legal language and fine print used make them very difficult to understand just as emphasized in text I, lines 16-21.