People are happy to give away their most valuable asset

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At present, people are happy to give away their most valuable asset – their personal data – in exchange for free email services and funny cat videos. It's a bit like African and Native American tribes who unwittingly sold entire countries to European imperialists in exchange for colorful beads and cheap trinkets.

Yuval Noah Harari, 2018

From the book 21 Lessons for the 21st Century