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Regulators focus on the real price for 'free' access.

With increasingly ubiquitous media interactions, consumers will be confronted with paying to manage the way data about their online activities is shared. Options might include paying for applications that manage their identity or paying to access content that would otherwise be free. Or they might simply have to disconnect from networks where information sharing is the cost of entry. 

Regulators will take a closer look at the actual conflicts in the marketplace. Chief among them will be the ability to use an individual's digital footprint to evaluate that individual's eligibility for products and services. 

As brands use data in ways consumers don't approve of or expect, we may start to see trust erode.