In times of ubiquitous electronic communication and increasing industry pressure for standard electronic authentication, the maintenance of privacy, or "the right to be left alone" becomes a subject of increasing concern. The possibility of a "transparent human," whose vital information is up for grabs, can most easily be envisioned in the realm of e-commerce, due in part to the large amounts of data available, and in part to the high payoffs expected from using this data for marketing purposes.
Berendt et al. (2005) studied this question.
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