Internet business: is privacy our biggest problem?

Big Brother is watching you, and he's bored

The good news about privacy is that eighty-four percent of us are concerned about privacy. The bad news is that we do not know what we mean.

Anne Wells Branscomb

The Great Migration

Last week we witnessed a modern age boycott movement with millions of users replacing Whatsapp with Signal or Telegram in protest against Whatsapp’s privacy policy changes, which people believed would allow data sharing with its parent company, Facebook. A few days later, the media clarified that not only was the update related to something else entirely, but that data sharing with Facebook has been happening since 2016 for a majority of users.

This episode is the perfect illustration of Branscomb’s quote. The public is confused. People feel someone’s taking something from them and using it for profit. Not only is this true, but it’s pretty much the business model of the internet as we know it, and it has been happening for years.

The web: a broken business model?

If we hold this as unacceptable, we need to acknowledge that the whole thing is broken, and we need to start paying to use search engines, maps, social networks, email services, browsers, video streaming platforms, productivity apps and, last but not least, to access media websites, both news and entertainment. I can hear you in the background: what about open source? There are wonderful projects out there, but can we really imagine what the internet would look like today if it wasn’t for the money poured into tech companies by investors? Where would we be if the entire web was donation-based?

Almost 90% of Google’s revenue comes from advertising

Can advertising survive without our data?

So let’s assume for now that the advertising industry will keep financing most of our beloved services. Can’t they survive without our data?

They can – but not as efficiently. Segmenting the population using socio-demographic data and choosing target audiences is not something that was born with digital advertising – it’s what people in marketing and communication have been doing for ages. The difference now is that not only can they reach that target much more effectively, but they can also measure differences in the return of their investment when they fine-tune their audiences. So, in theory, everyone who owns a business can benefit from this.

What are we giving away, and to whom?

Going back to privacy. Where is the line crossed? Think of your browsing history from this morning. You read the news on ABC, went to Amazon, and checked your Gmail inbox. In the first two, you might or might not log into a user account. Even if you don’t, you will see a message asking for your consent to collect browsing information – although this will not include any Personal Identifiable Information (PII), such as your name, phone number or email address. The same isn’t true for your inbox, which necessarily requires login. However, although they own it, Google’s promise is that they do not sell your PII. Note that If you do all of this browsing using Chrome, then Google automatically knows all about your browsing history.

This, by the way, makes Chrome’s third-party cookie ban all the more ironic. All major browsers are banning third-party cookies: bits of information that are created by domains other than the one you are visiting (hence the “third-party” designation) and that are placed on your browser to collect information about your behaviour across websites. This information is usually stored in platforms called DMPs – Data Management Platforms – marketplaces where companies can buy audiences for their ads. The third-party cookie phase out reflects society’s growing concerns about their privacy: when you enter a website and accept cookies, this should mean that that the company behind that particular website may use your data for specific purposes (stated in the consent declaration), rather than having it for sale in undisclosed ad platforms. However, what this means in practice is that segmentation and profiling power will be even more concentrated in the hands of the two giants: Google and Facebook.

And here’s where I come to my conclusion. Yes, it’s annoying to see companies profiting from their knowledge of what we do online, particularly when their ways to inform us and obtain our consent are all but transparent. However none of us seems predisposed to start paying for their services instead. Furthermore, as far as we know, our PII is still protected. What frightens me is not the business model, but the size of these data monopolies, how much power they hold, and how they can use it to influence policy-making to their own advantage – and this may include privacy regulation.

It’s scary that, as citizens, rather than demanding our governments for more regulation and control over competition, taxation and privacy, we just blame company executives or company policy – as if companies were created to safeguard social ethics rather than maximising profit. I accept there is no such thing as a free lunch, but I don’t accept the world to be ruled by a handful of CEOs.

Female Leadership and Empathy: a cautionary tale

The purpose of this article is not to talk about gender inequality in the workplace in general. Data on that subject is very clear, and the COVID-19 crisis could set women back half a decade. Denying reality is not a matter of opinion but of ignorance. 

What I would like to discuss is how a few preconceived notions (which are ultimately gender-related) create obstacles in the path to leadership for young women such as myself.

1. Empathy is a leader’s most important skill

We all know horrible bosses. People who will call you late in the evening to ask for something that could perfectly well wait until the next day, who take credit for your work, who take pride in humiliating you in front of your colleagues. These are normally individuals with very low self-esteem who feel validated by their place in the hierarchy – they see their role as a sort of carte blanche to exploit others.

The prevalence of a toxic work culture that fostered and rewarded bullies is the reason why empathy is now seen as a fundamental skill for leaders, perhaps even the most important. Empathy is defined as the ability to share someone else’s feelings or experiences by imagining what it would be like to be in that person’s situation. We intuitively accept that it’s a good thing to put ourselves in other people’s shoes, to feel their pain – this is what makes us moral, loving people who are incapable of harassing other people.

I argue that this is not true. Sharing someone’s feelings is great to create emotional bonds, but it’s a really poor guide to decision-making – which is what a leader is supposed to do. Let’s say you lead a team of people who permanently avoid collaboration with one of its members due to a personal quarrel. How would empathy guide you to solve this conflict? Should you empathise with the majority and reinforce their attitude? Or should you put yourself in the shoes of the excluded element and confront the group? If you show an understanding towards both parties of a quarrel, you will probably be seen as a two-faced cynic, neither will trust you.

As professor Paul Bloom puts it,

“Empathy is a spotlight focusing on certain people in the here and now. This makes us care more about them, but it leaves us insensitive to the long-term consequences of our acts and blind as well to the suffering of those we do not or cannot empathize with.”

Paul Bloom, Against Empathy

Great leaders are known for their courage to take just decisions even if they are unpopular.

2. Empathy requires constant rewarding

It’s easy to understand why leaders who use empathy as their moral compass will often reward their team members. They understand and feel bad for their lack of motivation. The solution? A pat on the back, some praise and a bonus are surefire ways to change the mood. There’s nothing wrong with this in principle: people should indeed be rewarded for their contributions. But what if there’s something wrong with their performance? What if they don’t put up the expected effort? Or perhaps they do, but results keep falling short? 

Rewards are part of the positive reinforcement process. What happens when you reward behaviour that doesn’t match your expectations? You’re just trying to keep morale up under false pretenses.

Some may argue that this is a case of which came first, the chicken or the egg. Motivation leads to better performance, and recognising good performance leads to more motivation. This is absolutely true, but it needs to be based on honesty – and that’s the difficult part. As a leader, you need to be able to recognise your team’s victories and failures – and some people will commit the same mistakes more than once, regardless of how much support you offer. They might be going through a difficult time, they might have low self-esteem, and whilst you’re mindful of their personal context, you still need to be honest with them. Respectful, but honest.

3. Women are naturally more empathetic than men


It’s not a secret that gender shapes people’s expectations, and the world certainly expects women to be more empathetic than men.

Stereotypically, females are portrayed as being dominated by emotion, whilst males are austere and rational. This idea, assimilated by both men and women, explains the societal roles (personal and professional) commonly assigned to each gender.

Although there have been several attempts to attribute this difference to biology (by the way, as some did to try to justify racism), it’s easy to understand that it was culture that brought us here. Historical discrimination in access to education and voting rights, paired with our model of motherhood, has reinforced women’s portrait as an ignorant, fragile human being who is mostly concerned with how other people are feeling.

This has multiple perverse consequences. First, young women do not develop the self-esteem they need to choose their futures freely. Second, when they do, they need to put on additional effort than their male counterparts to reach top jobs. And third, even when they do get to be leaders, they’re expected to refrain from taking tough decisions, having difficult conversations or fighting for their ideas.


Caring for others is one of the best things in life. That’s why our families and friends are our main source of happiness. Being able to read beyond people’s apparent behaviour, being considerate of other people’s struggles – all of it makes us better professionals, and better humans actually. However, leadership requires decisive action, and I’m yet to find consensual examples of it – so get ready for some opposition, but don’t let it stop you from doing the right thing.

“The Old Testament tells us to love our neighbors, the New Testament to love our enemies. The moral rationale seems to be: Love your neighbors and enemies; that way you won’t kill them. But frankly, I don’t love my neighbors, to say nothing of my enemies. Better, then, is the following ideal: Don’t kill your neighbors or enemies, even if you don’t love them.” 

Steven Pinker, The Better Angels of Our Nature

We, the Generalists

A vocation makes life a lot simpler for those who have it.

I have always envied those who wake up in the morning to become dedicated athletes, obstinate chefs in the search of perfection, novelists who cannot stop making up new scenarios and characters, architects who design buildings in their sleep.

Their path is clear, it goes in one direction only.

What about wretched generalists such as myself? Who have always wanted to explore literature, but feel they have a mission in politics, live with a deep sorrow for not having pursued their scientific studies, have an interest in technology, want to do something for the environment, for education, to improve the life of the elderly… and in the end they don’t do any of these things (professionally), but something completely different which, by the way, they enjoy as well.

There’s a thin line between curiosity and anxiety.

Having multiple interests and exploring them was great for Renaissance polymaths as life was slow (and without social media), but nowadays it’s just painful because there is no time.

The world, whether rightfully or not, whether people admit it or not, values specific experience and the official track record over adaptability and love and dedication for learning. It doesn’t really care about who we are, it cares for what we do. And if we can become what we do, well – that’s even better, judging by the success of “personal brands” and people whose lives are essentially advertising inventory.

The constant feeling of falling short on something (a bit like FOMO, but not exactly) keeps us awake at night. And if we can’t sleep, our brains get even messier. We make lists with all the books we haven’t read, all the projects we haven’t started… and the rain outside keeps falling, the world keeps turning.

The baby is asleep. Perhaps that’s the most important thing right now. She’ll teach me everything I need to be happy.