A profile of every person in the US

 “The cloud never forgets, and imperfect pictures of you composed from your data profile are carefully filled in over time,” says Roger Kay, president of Endpoint Technologies Associates, a consulting firm. “We’re like bugs in amber, completely trapped in the web of our own data.”

http://www.bloomberg.com/news/articles/2016-08-05/this-company-has-built-a-profile-on-every-american-adult?cmpid=BBD080516_BIZ