Our data is an extension of ourselves. It tells third-parties where we are, who we are with, our political and sexual orientations, sites we have visited, our favorite recipes, our favorite topics of interest, and so on.<br /> While a single data point is not always sensitive, the loss of large amounts of aggregated data can be dangerous (for example if you browse topics about cancer before subscribing to a life insurance).<br /> In a world where everything has been digitized (ebooks, TV, phones, music, social networks, etc.), <strong>your private life is an essential part of your individuality</strong>. It would only take a malicious hacker with access to your smartphone a few minutes to cause you serious harm taking control of your identity on Facebook, consulting your professional or medical information, making purchases without your authorisation, etc.).