Ok so then you need to invent a new word for what is lost when companies further cross the line from [using your data in a totally internal and in fact internal

Ok so then you need to invent a new word for what is lost when companies further cross the line from [using your data in a totally internal and in fact internal to just your account]. Because it seems like a big step from treating your data as a tool to affect your experience to selling it to other companies to do whatever they want with. What is the primary word associated with that step if not "privacy"?