Privacy and Data Collection

Companies using our personal information for their benefit has been a hot topic for years. Other companies have benefited off of their "private" technology options. 

Google is one of those main companies known for using our information. Personally, I like what Google does with my data. I am okay with them using my data in exchange for me using their expansive and efficient services. I honestly often appreciate the "fixed" ads. They often help me find something I'm looking for.

I know that most people are not okay with companies using our data and I understand that. I do believe that users should still have control over their data, and that companies cannot be fully trusted.

I do wonder how far most people are willing to let a company use their data. At what point is it no longer a benefit to the user? Where is the line drawn for ethical and unethical use of personal information?