Arguing against the conventional wisdom, Bruce Schneier writes that young people care about it:

Privacy is about control. When your health records are sold to a pharmaceutical company without your permission; when a social networking site changes your privacy settings to make what used to be visible only to your friends visible to everyone; when the NSA eavesdrops on everyone's e-mail conversations--your loss of control over that information is the issue. We may not mind sharing our personal lives and thoughts, but we want to control how, where and with whom. A privacy failure is a control failure.

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