Nothing Is Free

The media is alight with Facebook, Google, Amazon etc. Data, data, data. My data, my personal data, not ‘your’ data to have available for third parties like, say, Cambridge Analytica. There is a huge amount of shaming of the data collectors going on and some of it is just not accurate, nor correct.

There is a glaring issue here, so stop, take a deep-breath, put your grown-up pants on and back the truck up. Let’s unpack this a bit.

  • Present Currency

We are accustomed to exchanging money for goods and services. These days we do a lot of electronic transacting and when it came in (and credit cards too) it was the devil’s spawn. We were all going to be swindled, indebted and generally life would end as we know it. Some of my more socialist friends may already argue that that has happened. Not the fault of the method of money transmission though.

  • New Currency

There are two predominant forms of currency that have emerged from the connectivity given to us by the Internet. Crypto-currencies and Personal Information. We can get our heads around the first as it is a new form of the old. We can gauge the value  and understand it because it is pegged against things we understand in language we are accustomed to.

Data as a form of payment , personal data to be precise, is a new thing entirely. The vast majority of which we’d be happy to share in a conversation. Where did you last shop, when, for how long, what did you spend, was it the first store you went into, did you intend to buy anything, have you gained weight, what did you pay with etc etc. A good research study would ask such things. A good conversationalist could probably winkle it out of you. If it is a conversation, then there is a slim chance you’d stick your hand out and say, “Now I’ve told you that, it’s £4.99.” Even studies give a flat fee regardless of how you answer.

  • Something for something

Everyone is comfortable with the idea of exchanging goods for services. Our labour for a paycheque, our hard-earned for some food. That sort of thing. You can’t go to the pub, order a pint and offer to tell the barman your reading habits in return. It has no value to them.  Google on the other hand? What a search engine. I say this coming from the days when Alta-Vista was considered good but required a lot of finagling. Now, in Chrome (the free browser) I just type my query in there. Where is Buxy, how do I make chipotle paste, when is the next train due and so on.

The hours and hours of my life that have been saved from mundanity, the paper saved, the brain space saved etc. However, may people do not put a price on their time. The things that Google and Facebook allow me to do without having to send them money in exchange just beggar belief.

This DOES NOT come free though. Land, salaries, server farms and the like cost old-fashioned real money. That doesn’t materialise out of thin air, these companies have an intrinsic value, reflected in their very high share prices and huge wealth because they have something. That something is you. As much about you as then can tell and the cleverest people to extract the maximum value from everything about you.

  • In conclusion

No one forced you to join Facebook, no one forced you to use Google. There are ways around this if you feel that strongly. Tor browser, secure and untrackable email, cash under the mattress (better yet, go for gold and salt). Expect to pay for the privilege.

Criminals are criminals. They want to get their hands on currency – cash, gold, your password, they don’t care – Whether it is swindling you out of a pension or using your reading habits (or lack thereof) to target you in an election. Stop blaming the collectors and, instead, see who is being a criminal.

There is a quid pro quo for all the ‘free’ stuff on the Internet. It is you. You are not the customer, you are the product and the data genie is well and truly out of the bottle: it won’t/can’t be stuffed back in. Think large-scale environmental disaster as you can’t wish it away or legislate it into not happening. It is done, so consider what you are getting, what you are paying and make the choice yourself, stop blaming other external forces. You chose to participate, and it is not without cost.

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Something For Nothing?

Today at the Tory party conference the Chancellor, George Osbourne, is announcing a policy whereby long term unemployed benefit claimants will be expected to engage with the hand that feeds them (the State) in order to receive their handout.

Why should a person receive taxpayer’s money for doing nothing? I am no scientist and don’t back my remarks with robust empirical data. This is a gut reaction based on common-sense.

For the record I am not a Tory fan, anymore that I am a Liberal or Labour fan.

Read the very liberal BBC’s analysis here.

handout

Blovember #17 – Not Anymore, Lord Levermore

But it’s not, it’s an intentional typo to get  the title to have a bit of zing. Lord Leverhulme  is the fellow’s name and he is reputed to have said he knew half of his advertising was wasted, but didn’t know which half.

The  bit of the digital revolution that seems to pass people by is just how this has been kicked into the long grass.  All these cool services and all for “free”.  Facebook, Google, Nectar Cards and so on and so forth. They are buying your personal data from you so, as they would put it, they can tailor their specific offerings to you.

Bollocks:  if you’re spending money on advertising you can now get a very granular view of where the money is generating a return. I used to run very efficient Google AdWords. You give data for free, they package it and sell it to me, the business owner, as a product. It’s like being sold a .50 cal sniper rifle. It can do far more than you can ever imagine. My issue was having the time to use the power of the tool amongst all the shag and hassle of running a business. I could tell a huge amount about the users of the site, what pages worked, the route through the site to purchase etc. I could tailor my web offering – how we sold – so much more effectively. And that didn’t rely on me harvesting personal data as you’d already given it to Google. Thanks.

When you participate in a Loyalty Card style scheme you are just doing their job for them. Give it 50y and we’ll all have an implanted chip that we can (you hope) choose who gets to read. Very sci-fi and paranoid sounding I realise. Nonetheless, imagine if your chip can register your physiological reactions to certain stimuli as well as your easily observable habits and send them to a computer?  How saleable is that?

I am not anti all this ever increasing intrusiveness because I believe that in my lifetime at least I’ll get to choose who I give the crown jewels of my personal info to. If I pimp out my data then I expect to know what I am getting. Compelling offers, unique content, personalised marketing, ad spend tracking are all ways the free market operates to sell more for less. Caveat emptor – don’t blame the companies. If you don’t like it then don’t play.

As one Mr Shadbolt Esq put it once:  “If you’re not the customer, you’re the product”.