You know how we tell you to limit the amount of privilege each admin gets, in order to limit the blast radius if their account is compromised? What if you could apply that concept to applications that use private data to accomplish their task? We blindly give everything we have on each person to just about any app that needs anything. But if you had an app that only needs first name and email address, why not just give it that? And if it asks for more than that, what if you had a way to give it masked data, since it doesn't really need it anyway? That's how I would describe Sky Flow, a privacy as a service company, after interviewing its Head of Marketing, Sean Falconer. Fascinating new approach to the problem of personal data sprawl.