We should consider resetting the legal nature of our relationship with companies that collect and hold data from and about us. Law professor Jack M. Balkin argues that we should think of these companies as holding our data in the same way a doctor or lawyer would—that is, by virtue of a relationship of trust. “Certain kinds of information constitute matters of private concern,” writes Balkin, “not because of their content, but because of the social relationships that produce them.” He argues that we should think of these companies as information fiduciaries, and just as we would not allow our doctor or lawyer to sell information about us to data brokers, the same restrictions should apply to companies. Under this area of law, fiduciaries owe a duty of care and a duty of loyalty, and breaches of these duties are penalized by courts. The kind of information held about us by companies is personal, and potentially damaging if made public; it ought to be subject to similar regulation.