In today’s wired world, consumers can run, but we can’t hide: If someone wants to know where we are or where we’ve been, the data are there for the asking. As with web tracking, there is value here: We can easily identify by looking at hundreds or even thousands of reviews the best sushi place within a block of our current location, or perhaps get a heads up on that policeman with the radar gun who is hiding behind that billboard up the highway. However, this is a mixed blessing if this information gets into the wrong hands. Consumers need to make tough tradeoffs between convenience and constant surveillance. The chapter notes that marketing has a huge credibility problem today; most consumers simply don’t trust what marketers say or do. What steps can a marketer take to restore this trust?