One of the implications of amassing information, especially about people and their behaviors is what the author calling big data's \"Forcing function\". It is pushing the people - whether they like it or not to consider serious ethical issues including whether certain uses of big data violate fundamental civil, social, political, and legal rights. These are long, complex, and deeply important conversations. And, as a society, they're not having enough of them. But it's hard to have them because they're not accustomed to having them in business environments very much.