It is tough times for services trying to make a buck off of personal data. Even when the coffee shop owner and Euclid did everything right they still couldn't m

It is tough times for services trying to make a buck off of personal data. Even when the coffee shop owner and Euclid did everything right they still couldn't make it work. While users generally accept the exchange of some direct benefit for their personal data, we have not reached a point where when the user is not directly benefiting from that exchange are they comfortable with it.