It turns out, the more conscious you are about your digital privacy, the more you would want to sell your data. No big deal. But, you value each piece of data based on how much you think someone else can hurt you with it. Seems reasonable. Heres the problem though, we have no understanding of how much personal information is actually in some kinds of private data! For example your energy bill can tell someone a lot about your (very private) behavior in your own home.