When Your Data Wanders to Places You've Never Been

By NATASHA SINGER Source: http://www.nytimes.com/2013/04/28/technology/personal-data-takes-a-winding-path-into-marketers-hands.html

The essence of this is article is that we don't know how or why something's happen in a digital world. Our data can go anywhere and is not in our control – nor is what others imply about us based on our data.  When it adds value we love it, when it does not we find it creepy