This is a serious issue to consider, but one way we're not going to solve it is by trying to restrict data collection, or simply trying to hide our own digital footprints. The latest facebook ToS episode tells us as much. To continue Schneier's automobile analogy, we're not solving pollution by un-inventing cars, but by coming up with even better clean technology. Similarly, reducing data collection doesn't seem to be a viable option; instead, we're going to have to come up with better technologies for access control & data anonymization.