However, knowledge of people’s personalities can also be used to manipulate and influence them (28). Understandably, people might distrust or reject digital technologies after realizing that their government, internet provider, web browser, online social network, or search engine can infer their personal character- istics more accurately than their closest family members. We hope that consumers, technology developers, and policy- makers will tackle those challenges by supporting privacy-pro- tecting laws and technologies, and giving the users full control over their digital footprints.