We’ve all encountered security questions asking where we went to school, our favorite color or food, our first concert, and the ubiquitous “mother’s maiden name.” Imagine a world where on one screen you carefully chose Stanford, red, spaghetti and so on, and on the next you were shown ads for Italian restaurants, red shoes, and jobs for Stanford grads.

Seems like an insane violation, right? I mean, it stands to reason that we expect that the information we type to secure our online accounts and apps is private and safely guarded.

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