As people have pointed out, it is fairly easy to keep your stuff private still, but this does represent 'one more thing' that you need to do to ensure personal privacy. There is getting to be more and more overhead online taken up with making sure you have all the correct boxes checked/unchecked in order to ensure privacy. Facebook being a great example of a really obtuse system. I wonder what kind of startup opportunities these companies will carve out for little guys as they continue to slide towards the 'we own your data' side of things - after a certain point more and more people will desire a simpler, more private set of tools.