5. Privacy Data and data-related processes such as generation, acquisition, transmission, and interpretation are central drivers in the design and application of IoT. Without data, IoT does not exist. Indeed, IoT is about the data, particularly that which is consum- er 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 organiza- tions 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 pur-chased and consumed. As IoT-related systems cap-ture 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 con-sumers’ being and their privacy is at the heart of the consumer experience with IoT. Consumers will con-sider and act on the tradeoffs associated with the conveniences offered by IoTand the costs and losses in privacy.