IoT is about the data, particularly that which is consumer related. It is one thing for an organization to obtain and utilize for decision making one’s birth-date, income, clicks on a website, comments on social media, and the like, but it will be something entirely different for a connected set of organizations and machines to have access to and to utilize information about the environment in which one behaves and exists–—for example, personal health-related information such as blood composition and dietary habits such as foods and beverages purchased and consumed. As IoT related systems capture more of the entirety of a consumer’s being in the form of data, it will be as if more of a person will be inside the Internet and is being passed around from machine to machine. Thus, respect for consumers’ being and their privacy is at the heart of the consumer experience with IoT. Consumers will consider and act on the tradeoffs associated with the conveniences offered by IoTand the costs and losses in privacy.