I echo the comments of those who are saying this is really important and this does affect you on a personal level.
Tech companies and big business want to get to a world where they have individual prices for everything. Through 'big data' they will be able to cross reference every single purchase you have made, every location you visit, who you visit, what you watch, who you are friends with.
Your whole home will be monitored. There are already cameras in the new internet enabled tvs. They want cameras and data collection in everything. Your electricity and energy use, your lights. They want to know how you move around your house and how you use it. Your friend's Facebook page will be manipulated to sell you stuff.
They will create individual advertisements for you and will create an individual price. They will give you an individual price for your electricity and gas, which will be formulated through an analysis of the maximum you can afford. They will encourage you to spend as much as possible.
The technology already exists for advanced facial recognition, so any camera fitted will be able to know exactly who you are.
This is already being discussed in the advertising industry. For example, computers have collated from a range of cameras that you are looking unwell, they know you have PMT. So you will market chocolate to you, at an individual price.
Are you ok with paying a higher price than your next door neighbour, because you shared your data with these companies thinking your life is not that interesting?
This is not the stuff of fiction, the technology is already there.
The real power is no longer with governments, but with Google/ Facebook/ Alibaba etc. In 10 years time they will rule the world.