Who Are You, Part II: More on the Trade-Off between Information Utility and Privacy

The ways in which people handle information about themselves on the Internet is changing from one where people are simply asked for information about themselves to one where the personal information is a fundamental part of the application or service they're using. This shift has led to changes in how privacy is viewed, one in which people are willing to give up information about themselves because they're getting something of value in return. This changes the nature of how people make use of these sites, and how they think about information privacy on the Internet.