How big data works is they take information on individuals. Focusing on their interests, demographics, etc. Which allowed them to capture an archetypal individual that fit Cambridge’s desires to persuade. They even called the individuals persuadables, based on their minds being susceptible to manipulation. Facebook does this as well with the surveys that you complete. That is the reason why facebook seemingly knows what we want to buy, see and what we agree with. It is all due to artificial intelligence and algorithm. I don’t think there will ever be privacy with the phones that have our face ID or our fingerprint. We’re lucky that we don’t have a social credit system in America that would dictate the things we can do and how we socialize. But the fact of the matter is we gave up our privacy a long time ago when it became socially acceptable to be in tune with social media. It’s only going to get worse from here especially with the development of the metaverse. Facebook recently changed its name to Meta which shows how they are focused on creating a virtual world. Fundamentally changing how we socialize within society. We are going to have these avatars that look just like us and allow us to navigate through the world.​​They even acquired other companies to help with their cloud virtual gaming, spending 7.8 billion to acquire the company. We are just going to have to adapt to a world where everybody is accessible to some level but to act like anyone can be fully private within this ever-changing society will almost be delusional unless you’re a high net worth individual. When you have citizens in a society that have access to an insurmountable amount of information you need to be able to control them somehow for either political reasons or corporate profit.