Personal data privacy and Facebook have never been comfortable bedfellows. This latest Facebook privacy debacle, where the data of 50 million users was shared without consent, with political marketing consultancy, Cambridge Analytica, may be the final straw. That seemingly little thing, that most people don’t really think too much about, consent, is raising its head above the virtual parapet and making people sit up and take notice. But why is capturing consent such a big deal anyway? I mean, if you don’t have anything to hide why does it matter who uses your personal data?