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On some levels, it's a losing battle against big tech companies with pockets deeper than the Mariana Trench. On another, there are not a lot of companies actually interested enough to connect the dots that make up the trail of one's online footprint. There are a lot of people who want to know a little about you and don't care much beyond that, and I think sites like these help you get out of at least those drag nets. The bigger privacy issues aren't going to be solved by things like this, it's probably only gonna be reduced by something akin to GDPR scaring the ever living shit out of every liability department in every tech company.