Are our lives vanishing into the cloud?
“When it comes to identity, users have historically been locked in a dance with the devilâ€”our data in return for some subsidized service (search, email, whatever). Frankly, in the past it’s been a raw deal, because the data has typically been working for advertisers, rather than for us. But smart designers are now turning this equation on its head, creating a raft of sexy, bespoke services that use our data to better reflect our identities in their products, and (if we so choose) share that data with the wider world. They are designing these services to be transparent, intuitive, and delightful. And they are pointing the way towards a future where sharing data is actually worth doing.”