More than a month has passed since the Pegasus case surfaced, and the media keeps hammering the point every day about a reality that has long been obvious. This isn’t a surprise about secret services or nation-wide surveillance alone. It’s about a world where public figures are constantly scrutinized by the systems governments rely on for data-driven security, and much of that data trails back to everyday devices owned by millions.
Today, the majority of people, from a young age to old age, carry a geolocation device in their pocket. They have also acquired devices—often at a significant price—that are used across brands, whether made in the United States, China, or elsewhere. These devices share a common function: to reveal more about the user than most care to admit. The power lies in the ability to track patterns, habits, and preferences with astonishing precision.
Tom Clancy, the renowned American author of espionage fiction, once asserted that controlling information equates to controlling people. In this digital era, knowledge acts as the new currency, the most valuable asset anyone can possess. When one understands a person’s tastes and behaviors, the opportunity arises to tailor offers and experiences precisely to what they desire.
Curiously, when a computer is used in tandem with a mobile phone, online ads often appear to be crafted for the individual. A person who enjoys cooking will see cooking classes, while someone planning a Mexico trip might encounter banners featuring Cancun and idyllic seaside getaways. This behavior is a visible reminder that data-driven personalization targets daily choices and plans.
It is widely acknowledged that Google retains a vast repository of information about individuals. Advanced algorithms enable predictions about future needs, sometimes long before a decision is made. Details extend beyond city or neighborhood to the specific building, floor, and even the device in hand. The chosen apps, viewing preferences on streaming services, travel history, hotel stays, meal preferences, and daily routines—such as where coffee is usually purchased or favorite dining spots—become part of a comprehensive profile. The map of daily routes and weekend rituals becomes a living portrait of personal life.
Language matters, and in this climate of heightened scrutiny, the trend leans toward terms like chronology rather than espionage or inquiry. This reframing suits corporate narratives, making the subject feel less intrusive while still addressing the underlying reality. Companies often claim that data collection can be paused or halted at will, that location services can be turned off, and that personal data can be removed from databases upon request. The promise is that control is within reach by toggling settings and opting out.
Yet, despite disabling location services on several occasions, personalized ads frequently persist on newly opened pages. This reality persists even when apps require location access temporarily, suggesting that simply turning off a feature may not fully erase the trace of a user’s digital footprint. The friction between privacy settings and real-world functionality remains a persistent tension in the user experience.
New technologies undeniably bring benefits, and that fact is often understated. The challenge lies in the extremes of self-imposed usage, where both service providers and users recognize risks but fail to act with consistent moderation. We live in a fast-paced era where desires appear instant and expectations rise quickly, sometimes outpacing responsible safeguards.
Awareness and reflection are essential. Without them, there is a danger that tomorrow’s products will become instruments that enrich a few while constraining the many. This dynamic can begin with devices and systems designed to interconnect, eventually shaping a broader ecosystem that rewards accumulation over autonomy. The core warning remains simple: greed can distort choices and widen divides, if left unchecked. It is a call to stay vigilant and critically assess how technology serves the many rather than the few.
Greed, some readers might say, is the quiet force behind many modern innovations. So the question becomes not only what technology can do, but what it should do, and for whom. The path forward calls for mindful use, transparent practices, and a commitment to keeping human agency at the center of digital life.