We've become so used to the narrative that our data is a valuable product, that we tend to forget that much of that data is being generated by organisations other than the large advertising companies like Facebook and Google, for whom that data is not their primary business model, and for whom modern legislation is increasingly turning that data into a liability.

They can recoup some of those costs by outsourcing the processing of this data to an advertising company, but if they wouldn't need to store that data in the first place, they could focus on their core competency. There's an opportunity for ethical alternatives there.

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