From an objective point of view, the amount of trust that people put with companies based on the Internet is pretty astounding. In addition to providing whatever product or service they offer, these companies are often given highly sensitive information with hardly a second thought from the consumer. Here, we’ll review how millions of people learn that this trust was misplaced each year, why these companies want all this data in the first place, and how important it is to follow a few data collection best practices in your own business.