The grand bargain has been the fuel of digital growth for over two decades. But search engines, social media providers, and e-commerce platforms, along with user forums, news sites, and emerging internet-of-things service providers large and small, may rationally conclude that the new costs and potential penalties associated with collecting, analyzing, and marketing user-provided information have become unsustainable, requiring a new business model altogether. That may also mean the end of customized recommendations from Amazon, streamlined searches from Google, tailored music from Pandora, and other services that use “private” information to give each user a personalized online experience. Again, the risks of collecting such information may be too great for services providers to stomach, despite the obvious value to users. The age of the free and open internet may come to an end, and quickly. That may have been the true goal of many calling for “regulation” of tech companies in the first place. If so, the unintended impact on average consumers will be severe and, perhaps for many, decidedly worse than today’s admittedly messy and often leaky online experience. Get the full story at Harvard Business Review