I just realised why I don't like the idea for http://ello.co . I believe that selling user data is a type of arbitrage.
I could be wrong; it's likely that some value privacy more than others. Perhaps those that want privacy for themselves will pay for others.
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If that wasn't clear I'm suggesting that there is a price asymmetry. (Advertising data is worth more than aggregate privacy of users. )
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Collect as much user data as possible as it is a fungible commodity that can be used to provide privacy or sold to advertisers... ;)
End of conversation
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