Big Data is grand. It is big enough to cause an overwhelming feeling the moment you begin to understand its scope. Even moral discussions around it find validation because of its scope to infringe on areas and other factors of daily life. The question consumers are beginning to ask is - what the heck is the point in trusting someone who knows how to pry, and does it for their own benefit? Prying v/s Constructive Investigation Here's what: When a consumer walks into a digitally-run store today, which is virtually everywhere, he or she is aware about the outline of information they are giving away for convenient trading. Now, you cannot deny that you simply give away your bank account number, details of items purchased, your name, perhaps even how many family members you have. If this seems to be scaring you, I am sorry you are eons away from the now. What big data also does is support the "true caller" facility. Is that dangerous? Well, that's what any techn...