LIKE OIL LEADS TO GLOBAL WARMING... DATA LEADS TO SOCIAL COOLING If you feel you are being watched, you change your behavior. Big Data is supercharging this effect. This could limit your desire to take risks or exercise free speech. Over the long term these 'chilling effects' could 'cool down' society. 1 Your data is turned into thousands of different scores. There are stars behind the cloud: Databrokers compare your data to the data of people they know more about. By comparing the patterns they...