The companies that collect all our personal data, hold them forever, and shamelessly use them for their own profit want us to believe that we get something in return. Why else would we just hand them over?
A new Penn study of 1500 Americans concludes that we give online companies our personal info because we are resigned to them eventually getting it all anyway:
"…people feel they cannot do anything to seriously manage their personal information the way they want. Moreover, they feel they would face significant social and economic penalties if they were to opt out of all the services of a modern economy that rely on an exchange of content for data. So they have slid into resignation."