Your data is food for this monster. This is your monster and the data that you feed it determines its size and strength. It's not the amount of data that’s important, it’s the type of data you feed it that matters. The more personally identifiable information you feed the monster, the more dangerous it becomes.
Interaction Design
I think interaction design, at its core, is the intentional creation of a conversation between people, systems, and/or technology. Interaction design is a jumping-off point for the holistic user experience. Reciprocity is critical to interaction design. In order to create meaningful designed interactions, the user needs a way to communicate back to the designer.