Interesting op-ed in the NYT last weekend titled "Facebook Is Using You" about the potential dangers of our increasingly data driven world. More and more our purchases, Google searches and Facebook statuses impact not only the ads we see, but our ability to qualify a loan or get insurance. This data is really powerful which makes the potential for abuse high. If "they" can predict what we're going to do, how far are we from a big brother type of society? Although I don't necessarily agree with the author's "social implications" we do need to find some balance between privacy and the unrestrained use of data. One guy described in this article had his credit limit cut because "other customers who have used their card at establishments where you recently shopped have a poor repaying history with American Express." Next time I'll be sure to pay for my guns, booze and strippers in cash.