This is one thing that needs very careful legislation and the mother of all big sticks to enforce it.

What happens if a Google or Amazon moves into your market place? Does this rule out the use of Google and Amazon products for your company?

If you are storing your data in cloud provider of any description and that cloud provider goes into direct competition how would you even know if they were looking at your data?

If you tried to take them to court it would be Jarndice Vs Jarndice. Drags on for decades and no-one wins but the lawyers!

Even if legal safe-guards in place and a machine will only do what a machine is designed to do there is still the human element which is always going to be the weakest link.

Consider the T-Mobile staff who sold data to 3rd party brokerages! That is a breach within the walls of a corporation, what is going to happen outside the walls? Governments are already pushing for greater access to our personal data and all that is going to do is increase the visible surface area of our data. More interaction with it, more chance to expose it to people who shouldn't be allowed the controls to the TV!

My personal experience is that 99.9% of people do their best to maintain honesty and integrity and although the vast majority suceed the disruption caused by the minority is way out of proportion to the size of the minority.