Privacy-Enhanced Personalization brings up some very good points throughout the article, but the biggest point for me personally was the fact that trust plays a huge part in who people choose to give their data to. Companies must create a safe environment for someone's credentials if they want to gain access to a person's information. If the company is notorious for having their databases hacked or do not spend very much money on internet privacy then it is more likely that users will not want to subscribe to their services. This notion raises the point that companies must care about privacy more than the subscriber to be able to gain more subscribers and have people feel comfortable with using their services actively.
Recently company databases have been hacked and denied service by certain groups of hackers that want to gain the data that these companies have gained. There is an interesting value assigned to people's data in the sense that everyone wants it and these hackers now have the ability to sell it off to those willing to pay top dollar for it. If this is the state of how people's information is being used by hackers and certain companies that data mine people's credentials, and hackers are able to get into anything that they want to if they put their minds to it then is trust really going to be worth it in the future if hackers can find people's data whenever they want? It seems scary, but really the only thing to do against this is to have a back up plan when the data is compromised, and accept that privacy is dead as we know it and just take comfort in the fact that hackers don't want to target us because we're miniscule. Will there ever be a way to totally stop hackers?
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