It's difficult to remember a time when people didn't extoll cliches like "privacy is dead" or "data is the new oil." No doubt, privacy is constantly challenged by ever advancing technology, and data is mined ubiquitously for its value, but privacy is far from dead. Washington University in St. Louis School of Law Prof. Neil Richards agrees, but notes that though privacy is very much alive, it is up for grabs. These are some of the initial thoughts that helped inform his new book, "Why Privacy Matters." IAPP Editorial Director Jedidiah Bracy recently caught up with Richards to discuss his new book and why there's plenty of food for thought in there for privacy pros.