In a 2012 paper Kosinski and Stillwell concluded that “user personality can be easily and effectively predicted from public data” and warned that social media users are dangerously unaware of the vulnerabilities that follow their innocent but voluminous personal disclosures. Their discussion specifically cited Facebook CEO Mark Zuckerberg’s unilateral upending of established privacy norms in 2010, when he famously announced that Facebook users no longer have an expectation of privacy. Zuckerberg had described the corporation’s decision to unilaterally release users’ personal information, declaring, “We decided that these would be the social norms now, and we just went for it.”

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 854