Writing in the Guardian, Seth Finklestein says: 

We cannot expect that having large warehouses of data on individuals will be free from unintended consequences, especially when there are incentives to try to build highly detailed models of everyone’s lives. The price of total personalisation is total surveillance. 

I have a different phrasing: 

The price of total personalization is total transparency. 

Transparency suggests a more active role, rather than an imposed view. You have to BE transparent.  And of course, it is impossible to have total personalization with perfect knowledge.

of us.