With behavioral surplus (the collection of personal behavioral data) becoming a traded commodity, and Behavioral Analytics improving, the pursuit of our personal data through what Dr. Shoshonna Zuboff calls “extraction architectures,” it’s difficult to imagine a company choosing privacy for competitive advantage, over the profitable exploitation of an absence of privacy. But as we the surveilled are catching on, the interest in business models that respect our privacy becomes more interesting to us. On this episode of WMD, Dr. Tamara Schwartz talks with  York College cybersecurity management student Noah Wilt to explore the emerging market for data privacy.