Comment by adnzzzzZ

If you believe yourself to be an ethical person then you want to build companies like those yourself rather than stop, since you can be sure that you'll do your best to handle data properly while providing the world with that service. In the case of the Big 5 there are not many companies I know of that are providing the service as proposed in the article so you would have a chance to set standards and expectations around what is or isn't acceptable.