This paper examines the idea of privacy in the world of ‘intimacy 2.0’, the use of Web 2.0 social networking technologies and multimedia for the routine posting of intimate details of users’ lives. It will argue that, although privacy is often conceived as a right with benefits that accrue to the individual, it is better seen as a public good, whose benefits accrue to the community in general. In that case, the costs of allowing invasions of one’s privacy do not solely fall on the individual who is unwise enough to do so, but also on wider society.