Times are changing. John D. Rockefeller built a physical empire on oil, large tech companies build digital empires with data. Certain commodities are only useful when transformed. Data, like oil, becomes valuable after refinement. Instead of drilling deep underground, companies extract data by drilling deep into our behaviours. You are the product. If a "free" service seems too good to be true, chances are it is. There is no free lunch. Business models are becoming more driven by personal data rather than physical device development. This leads us to Facebook vs. Apple and the growing push for privacy. We discuss App Tracking Transparency, part of the latest iOS update from Apple, and the future of users having the awareness and control to dictate which apps can track our data. Increasing privacy may lead to decreased data collection, contributing to a shrinking reservoir of available data resources for companies to tap into. Press pause on the Social Dilemma, exit out of the recent Spotify podcast with Tristan Harris and press play on Episode #16. We hope you enjoy!