$137.8B U.S. ad spend for top 200 advertisers
In a recent New York Times op-ed, Julia Angwin, a Pulitzer Prize-winning senior reporter at Pro Publica and author of "Dragnet Nation: A Quest for Privacy, Security and Freedom in a World of Relentless Surveillance," discussed how in the last year alone, she spent more than $2,000 on goods and services meant to protect her against identity theft and data mining. In effect, the technology we've put at the center of our lives has turned the idea of privacy into a luxury good.
This is evident in the spate of products that have cropped up to protect the everyman from the prying eyes of everyone from the NSA to the guy in the next cubicle.
Below, check out a selection of some of the latest wares decorating the shelves of the Paranoia Market. (Quality and effectiveness t.b.d.)
Thanks to RFID technology, those with passports, drivers licenses and credit cards become potentially high-risk victims of identity thieves in possession of a counterfeit RFID reader. That's opened up the market for a spate of reader-blocking accessories, from wallets to fanny packs to bra stashes. The styles abound, including wallets woven from Stewart/SNDS's slick stainless-steel billfold; Tumi's ID Lock-enhanced accessories; and the more minimalist Kickstarter-funded HuMn wallet. Prices can go into the hundreds of dollars, but the more thrifty have discovered that putting your goods in a simple Altoids tin works, too.
Arguably the most familiar name in the identity-theft market is LifeLock, a Tempe, Ariz.-based service that offers identity-theft-detection technology, as well as a service that protects against bank-account fraud and monitors credit. Former New York City Mayor Rudy Giuliani is a pitchman for the company, which advertises heavily. It is the target of a proposed class-action from an investor that alleges it misled investors about compliance with an FTC order that stops it from doing misleading advertising. The company reported revenue of $102.3 million in the first quarter of 2014.
Introduced when the biggest threat to our personal information was that nosy cubicle mate who wouldn't let you watch your porn or shop online in peace. Screens, of course, have evolved and shrunk, expanding the market to include shields for your smart devices.
Funded through Kickstarter and conceived by New York entrepreneur Adam Harvey, the sleeve encases your smartphone and blocks all cellular, wireless and GPS signals and data, leaving you "untraceable" and "unhackable." Pretty helpful for upright citizens and for ID burglars on the lam.
If you're searching sensitive subjects like "herpes" or "bringing down a CIA drone," DuckDuckGo, the newish search engine that saw an explosion in popularity after the Snowden NSA reveal, might be the way to go. The search engine promises to place its users' privacy first and does not share or collect any of their information. It doesn't track cookies, nor does it save your IP address. That means your search results are straight-up, aren't informed by previous searches and won't be tailored to what the engine has deemed characteristically "you."
Worried about facial-recognition technology? Perhaps you should be, considering that it's being used in everything from ad campaigns to mannequins. Companies like Almax are embedding cameras in the faces of mannequins, enabling retailers to gather shopper data like age, gender and race. In response, professor Isao Echizen of Tokyo's National Institute of Infomatics has devised the Privacy Visor, which promises to shield its wearers' mugs from facial-recognition software with the help of a near-infrared light source that distorts photographed images without impeding the vision of those who wear it.
A Swiss joint venture between Silent Circle and Geeksphone, backed by Phil Zimmerman (the creator of PGP encryption software) has created a smartphone called Blackphone that promises to protect you from the NSA -- or anyone else looking to check out your private data. Unveiled at the Mobile World Congress in February, the phone costs $629.
GlassKap is a light, plastic lens cover for Google Glass that doesn't let you record while it's on. It comes in bright colors so others can hang out with Glass-owners without fear. There's also an entire line of Glass accessories so you can trick out your tech, including an "On-Air" sign, a wearable planter and a Display Shield that stops others from seeing what's on your Glass on bright, sunny days.