Gavin Stark notes that, while many in this room might be excited by data, there is a lot of negative sentiment about data. People don't like that they are being constantly monitored.

Another point from the floor was how can we make sure data isn't used to sell ice cream (and things that are bad for us).

I personally would highlight that data comes from the Latin for 'that which is given' (think of the French word for data 'les données) What we do with it is always going to be a political choice. Data isn't good or bad, only neutral. But let's not pretend that there are no down sides to big data.