In this talk, we will examine key research findings and technological innovations in the past 20 years that have led to the accepted practice of collecting all of the data. We show a difference between tangible (e.g. PII) and non-tangible data and show how seemingly harmless data can still be used to derive behavior (with examples!). We also examine how privacy perspective can change depending on your role or background and propose a perspective shift if we are to try to maintain digital privacy today.