Okay so regardless of the situation with Facebook, you are saying that organ transplant information is good for society and all of mankind and that you would agree to be a party involved with the study independent of any accusations against any bad actors, in your example Facebook, correct? Because the medical field needs money to function and be profitable and provide services. Otherwise they close their doors. That same case study example takes several data points and several years to provide useful information and that also helps keep the cost of medicines and treatments in line.
Insurance companies use big data constantly. Every year when I do my wellness check-up to lower my premiums, I am asked "Do you use your seat belt every time?". My assessment report is returned and broken down into modifiable and non-modifiable risks. Seat belt usage being a modifiable one. That's important because, "Research has shown that lap/shoulder belts, when used properly, reduce the risk of fatal injury to front-seat passenger car occupants by 45 percent, and the risk of moderate-to-critical injury by 50 percent."
Now with Google, none of your personal information is ever sold to anyone. It all stays with Google. If you'll allow me the indulgence, think about the data that Google has when people operate their vehicles.
Let's say that, at some point in the future, Google decides to share with you (i.e. any user) that over the last 3 years when you operate a vehicle alone you drive above the speed limit 78% of the time and that sample of information indicates that your chances of being involved in an accident being X%. They're basing this on total drivers in your demographic, area of the world and overall user profiles. With that information perhaps you change your behavior or perhaps not, but you're at least more aware of the risk that you are exposing yourself and other drivers to in real quantifiable data.
I mention these things to shine light on the positive results and implications of big data and how it can be utilized to modify poor behavior patterns for individuals.Yes, today Google wants to place an advertisement in front of you. It is indeed how they make the majority of their revenue. There is no denying that. But I don't begrudge them for being a business and making money.