Data Dealing

With concerns about Binary Frontiers Entertainment's privacy policy growing among the leadership team, you arrange a meeting with Zach LeBlanc to discuss the particulars.

"Here's what we have in mind," Zach says. "After the merger, I'll work with Martin to update your online games to start collecting more detailed user information and feeding that data into our larger customer database. We'll give the users a heads$-$up that the terms of service will be changing, so that anyone who doesn't want to share data will be able to cancel their game subscriptions. We'll then update the license agreement and all current and future accounts will need to agree to the updated terms before they can log in$.$

"The data we gather will then help us create 'customer profiles,$\text{'}$ which we can use for a variety of purposes. Think of it like a survey, updating constantly and in real$-$time. Better than a traditional survey, in fact, since the customers don't have to do anything to complete it$$they just keep playing. We can use the data for targeted marketing, improvement of future products, or special offers tailored to an individual customer."

$3$ of $16$

Which of the following responses aligns with the theory behind the Results Lens $($consequentialism$)$: individuals following their desires to pursue their worthy goals?

"How can our customers trust us if we intrude on their privacy in pursuit of an extra bit of profit? I know changing the subscription terms is within our rights, but we should only make the change for the right reasons."

$"$I$\text{'}$m reluctant to alter the subscription terms of our customers. Our current users might stay on$,$ but they'll be hesitant about subscribing to our future games if their privacy is compromised. We should consider the long term effects of that decision."

$"$As long as we give sufficient advance warning, the users can make an informed choice. That's more than fair. They can agree to the updated terms or walk away."