like Google Flu Trends10 or user recommendation services
as those proposed by Netflix or Amazon. The pivotal point
is hence about the balance between benefits and drawbacks
of snooping around people’s big data. Mayer-Schönberger and
Cukier [91] propose four principles which could help to find a
trade-off in this era of big personal data flow:
• Privacy should be seen as a set of rules encompassing
flows of information in ethical ways but not the ability to
keep data secret.
• Shared information can still be confidential.
• Big data mining requires transparency.
• Big data can threaten privacy