it is easy to presume that "even if you unfriend everybody on Facebook, and you never join Twitter, and you don't have a LinkedIn profile or an About.me page or much else in the way of online presence, you're still going to end up being mapped and charted and slotted in to your rightful place in the global social network that is life." But so long it remains possible to create obscurity through privacy enhancing technology, effective regulation, contextually appropriate privacy settings, circumspect behavior, and a clear understanding of how our data can be accessed and processed, that fatalism isn't justified.