"In many ways the privacy challenge isn’t centered around how to be super private, how to be invisible, but rather how to make sure that your data is used on the terms that you choose. Most of us want to connect, to share, to communicate, but we don’t want to feel targeted, profiled, taken advantage of or embarrassed by the data we provide. Companies are increasingly providing controls and options, but they are too complicated for busy people who don’t want to have to read a manual to quickly do their business. Cookie controls, Facebook controls, Do Not Track, app permissions, location services—you have to be a full-time privacy expert just to navigate the options. I can rent a car model that I have never driven before, in a strange city—a machine that can kill people if I choose the wrong lever—but yet I can drive it safely without reading the manual. Why can’t my browser be as easy to use? We need to do the hard consumer work and testing to make the data options we deal with every day useable for the average person."