The value of data has risen over the years. Companies are more data-hungry than ever, looking forward to every bit of data they can obtain on a user so that they can market their product to them more efficiently. Surveillance is at an all-time high, with every click being tracked, saved, and forwarded to a tech giant or marketer. This is why you're inundated with ads for fitness trackers shortly after you click an innocuous-looking ad for one of those. This is the new normal.