Sharing our personal information online as a condition to access content has become a reflex. We hit the "I've read and agree to the terms and conditions" button without thinking about it. In fact, only a handful would notice if anything else is written in that box. Yet things are starting to change; those worried about data privacy aren't only hackers anymore. The wave of awareness that questions what companies do with the personal information we share with them has started spreading to every corner of the cybersphere.