"If consumers knew the extent to which this data was being collected and repackaged, there would be riots in streets"

This is the startlingly real and honest quote from the first installment of a four-part series that NPR plans to run on the benefits and risks associated with personal content online.  This NPR article  does a nice job -- so far -- of laying out some of the undisclosed dangers of freely giving out information online.  Also comes with a podcast.