This is an important issue, which we need to examine, and which affects the lives of almost everyone in the country. Are we comfortable with the way in which our personal data is collected, and who has access to it? How much does our right to privacy matter, in an age where we share photos and personal details online with so much abandon? What is the balance that needs to be struck between security and liberty?
Negative comments. We all get them. Not many of us enjoy them, but the majority of us can take the rough with the smooth. However, there is always that one statement (the straw that breaks the camel's back, if you will) that forces us to snap. To respond. To cause an issue. But what makes us do this? And why can't we take a step back, a deep breath, and realise that it's not that big a deal?
Picture the scene - you are completing an application form for life insurance and a page comes up giving you the option to upload data from your always-on fitness monitor, outlining your exercise, work and sleep patterns for the past 6 months, with the incentive that reduced premiums may be available for those who do.
Even though US President Barack Obama announced a reform of American programmes earlier this month, it doesn't mean there are no threats left. Companies now hold more information about their customers than ever before: not just their names and addresses, also their likes, dislikes, profession, religion and political convictions.
It is tragic that Daley had been forced to come out. But anyone setting out on the road to a life in the spotlight must think twice. Once you swap your particular talent, be it singing, competing at sport or acting for a life as a "personality" then the reality is all bets are off. Your life is public property.
To an advertiser you are many things: you are where you are, what you read, the tools you use, the games you play, and the people you contact. This means that the data inside your smartphone is a gold mine to advertisers, and many companies have begun mining that data through tracking on mobile websites and in mobile applications.
The fact of the matter is, rightly or wrongly, footballers and top sportsmen enjoy very little privacy, opinions on this will vary drastically. Nowadays, it comes with the job and lifestyle that your private life as a star football player is in the public interest, so you could argue that if you don't want your privacy infringed upon, don't become a pro footballer.
For those firms which misstep, fallout can be very damaging, both for the financial bottom-line and reputationally. However, for those which are pro-active and invest in their capability, the prizes -- both in terms of mitigating risk and seizing opportunity -- are potentially ever more significant.