Just as explained in the article, anyone who thinks there's any privacy on the Internet, or even at work on "their" computer, is plain wrong. Larry Ellison once said about "the Cloud" that "there's still a data center out there somewhere." And that data center processes and STORES information. And then the minions slice and dice according to their whims and will, and this data manipulation is done largely to drive revenue. Accept the fact that if you get a service you "pay" for it in some way.
Even at work, your company owns your computer and the data that lives on it. Most people don't know that every email they send and receive is archived by their company, and the company knows what web sites they visit, for how long, what pages they view, and what they do. It's the world we live in today, so try to operate intelligently within these parameters.
Of course, if you focus on what is true, what is noble, what is right, what is pure, lovely, admirable, etc., you tend to run into far fewer issues.
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