More and more companies are trying to assuage public fears surrounding privacy of data. For example, Microsoft releases statements that it regularly updates in order to show transparency in how they gather and use data, and for what purposes. Facebook has bought ads to be streamed on popular streaming sites (like Hulu) in which Facebook workers detail how much privacy means to them, in order to show Facebook as on the side of the consumer.

This may signify a shift in companies in which they understand the importance in assuaging public fears regarding data privacy to their success, either getting ahead of an imminent widespread concern increase or trying to confront current percentages

https://privacy.microsoft.com/en-us/privacystatement

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