Last week, we celebrated Data Privacy day. Everything we do online—whether on a computer or on a mobile device—is being tracked, traced, compiled, crunched, bought and sold by familiar tech-titans like Google, Facebook, Verizon and hundreds of lesser known data brokers who help advertisers build frighteningly detailed digital profiles of users by harvesting data from a variety of sources, including customer databases and online platforms. After I lecture to my students on this topic, rattling off a dozen mechanisms by which corporations and governments can spy and pry on us, threating both anonymity and privacy, their reaction is usually either indifference (because, you know, they think they have nothing to hide) or for those that I've convinced they should care, some measure of despair.