Web becoming much like the economy where there are big players who control the web and others who are shouting for equality. There is another group, largest amongst these three, almost 90% of general population, who don't bother/understand and go with the wind. With big data come into the scene, things get out of hands as these "big guns" are on a spree to collect more and more of our personal details. IOT is another thing that will surely make situation much worse, as they are meant to be our personal assistance, we are allowing them to learn our behavior and act accordingly. When we see an advertisement related to our 3days earlier search, it's not the ad that is get promoted instead we are getting sold.