Working with sensitive information everyday myself I think it's good that everyone is now head over heels for the data protection thing!
It's time for the users to feel empowered AND to be in control of their information.
Also, there's one funny thing: it's a great way to know what websites you have ever registered on (especially if you have a few or very old inboxes), since all of them are requiring your permission to use your data 😃

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