Privacy has become Silicon Valley's favourite incantation. At every conference, media event and investor day, tech companies chant the word as if their lives - or at least their revenue growth - depend on it.
Apple boss Tim Cook wrote a magazine editorial titled "You deserve privacy online". Google's chief executive Sundar Pichai told an audience that his company believes "privacy is for everyone". Facebook founder Mark Zuckerberg claims that the future is private.
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