Last year’s Netflix movie The Great Hack detailed the dark side of data collection, centered around the 2016 Cambridge Analytica scandal. The movie describes how “psychometric profiles” exist for you, me, and all of our friends. The data collected from our use of digital services can be packaged in a way that gives companies insight into our habits, preferences, and even our personalities. With this information, they can do anything from show us an ad for a pair of shoes we’ll probably like to try to change our minds about which candidate to vote for in an election.

With so much of our data already out there, plus the fact that most of us will likely keep using the free apps we’ve enjoyed for years, could it be too late to try to fundamentally change the way this model works?

Maybe not. Think of it this way: we have a long, increasingly automated and digitized future ahead of us, and data is only going to become more important, valuable, and powerful with time. There’s a line (which some would say we’ve already crossed) beyond which the amount of data companies have access to and the way they can manipulate it for their benefit will become eerie and even dystopian.