So what risks does the architect mentality warn you of regarding giving a large chunk of data to a company? I'm personally very much in the "I don't mind if th

So what risks does the architect mentality warn you of regarding giving a large chunk of data to a company? I'm personally very much in the "I don't mind if they have my data if it helps me find products that I like" camp. More specifically: I want the capabilities these technologies afford me, and if the requirement to use them is I fork over my data, sign me up. Because there isn't an alternative out there that works as well that isn't collecting a lot of data to power that functionality.