The networked digital revolution is ushering in a new data-driven age, powered by the engine of Big Data.1 We generate a massive volume of digital data in our everyday lives via our online interactions, which can now be tracked on a continuous and highly granular basis. This tracking ability, combined with the power of machine learning algorithms, has given rise to a wide and varied range of ‘personalized’ services, ranging from personalized news content, advertising, energy management, fitness measurement and management, street navigation through to dating and mating services. These technologies have radically disrupted the retail sector, following the founding of digital retailer Amazon in July 1994 by entrepreneur Jeff Bezos, which is now valued at $US373 billion. Amazon’s success, and the reason why customers return to it time and time again,...