We need more control over what data we give up and to who we give it. There are, of course, many reasons that giving up this data is valid but sometimes not in the way you may think. For example, a company asking for your date of birth to prove you are older than 18 before viewing a page could easily ask if you are older than 18. You could confirm this without giving up personal details such as your birthdate (used in many fraud and identity thefts).