I don't believe expectation should set morality, because it's not clear what expectation is. You're basically relying on an implicit rule, rather than specific

I don't believe expectation should set morality, because it's not clear what expectation is. You're basically relying on an implicit rule, rather than specifically defining that rule, and expecting people to know what you're thinking in your head without expressing those thoughts. Just from a cultural standpoint this will most certainly cause problems, considering how each culture defines morality slightly (or significantly) differently. I understand that some OKCupid users may have an expectation that their data is used for dating purposes, but if that's not written anywhere, then how am I supposed to know that's what they expect? How is a researcher supposed to know what's in the user's heads when they put that data out there? It's up to OKCupid to define boundaries. Write down these expectations, formalize them, and then it'll be clear what the boundaries are on this pseudopublic information.