"The race to obtain the data is already on, headed by data-giants such as Google, Facebook, Baidu and Tencent. So far, many of these giants seem to have adopted the business model of ‘attention merchants’. They capture our attention by providing us with free information, services and entertainment, and they then resell our attention to advertisers. Yet the data-giants probably aim far higher than any previous attention merchant. Their true business isn’t to sell advertisements at all. Rather, by capturing our attention they manage to accumulate immense amounts of data about us, which is worth more than any advertising revenue. We aren’t their customers – we are their product."