We‘ve long talked about how companies are only just starting to figure out the litany of ways they can profit from your cell location, GPS and other collected data, with marketers, city planners, insurance companies and countless other groups and individuals now lining up to throw their money at cell carriers, auto makers or networking gear vendors. For just as long we‘ve been told that users don‘t need to worry about the privacy and security of these efforts, and we definitely don‘t need new, modernized rules governing how this data is being collected, protected, or used, because, well, trust.