Forbes reported last week that the crowdsourced mapping location service Waze is beginning to share bulk location data with government bodies—with Rio de Janeiro since 2013, and soon with the state of Florida. The cycling app Strava is also in talks to begin selling its data to urban planners, and the public-transportation app Moovit is already selling data to multiple cities.

We are not to worry about our privacy, a Waze spokesperson tells us, because the company replaces the names that accompany driving data with an alias.

The problem is, your location history IS your identity.