I was on Twitter when I came across an advertisement from Fidelity Investments stating:
The video pretty much explains why companies need big data.
Big Data – Fidelity Investments: Thinking Big
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UM Honors 352: Cyberscience Fall 2012 
I have mixed feelings about this video. It’s undeniable that the market for big data is going to grow extremely fast in little time. The question that lies in front of us is, what information should be marketed and what should not? There is no universal standard of information ethics at the moment, so companies that collect and buy this information could buy information as specific as your phone number, address, high school grades, etc. The video also has a strong competitive overtone, making the big data market seem like an impending economic bubble. Will our information be used for or against us?
Good point Lucas. Europe and the us have different approaches to Internet privacy and user data rights.