Bruce Schneier has a very good essay on Future of Privacy. That’s one of the challenges that companies need to deal with in AORTA age. Companies that store individual’s data whether it is SSN in HR systems or search data at Google, adequate legal protections need to be in place otherwise the problem will keep magnifying with Moore’s law. Companies like Google need to be really careful and tackle it forcefully and proactively or they will be left in damage-control mode. Privacy is to Google what Security is to Microsoft. Deal with it and make it a competitive advantage, don’t deal with it head-on invite problems.