Harvard Business Review has an interesting article titled "Why We’re So Hypocritical About Online Privacy." The author discusses the "privacy paradox", or why so many say they are concerned about their online privacy yet so few do anything about protecting it. An example is that most of us are annoyed at the targeted marketing that follows us around as we browse online, but few of us actually change our online shopping behavior. A scary piece of information is that "Our digital footprint can already be used to infer our deepest character traits; a 2013 study of 58,000 Facebook users (who volunteered for the study) was able to reliably predict sexual orientation, gender, race, age, religious and political views, level of intelligence, alcohol and cigarette use, drug use, and whether the volunteer’s parents were separated. The researchers were also able to predict, to some degree, personality traits, such as extraversion, conscientiousness, openness, emotional stability, and agreeableness." This is particularly true of social media users, who, despite expressing concerns about privacy, are careless in what they reveal on social media and allow a wide range of external apps to access their information. The author of the article gives some psychological reasons for this behavior, but he questions whether there is, really, "any such thing as a 'secret' life anymore?"