In February, Facebook purchased the WhatsApp messaging service for the mind-boggling sum of $19 billion. It was the largest acquisition of a venture-backed company ever, but it also proved a clear, albeit subtle, point: Our relationship to personal data is shifting. WhatsApp charges users $0.99 a year, a fee it justifies in a straightforward way—no ads, no data mining, no kidding. Now that one of the world’s most prolific data miners owns WhatsApp, we’ll see if the service can continue to guard privacy in the same way. Regardless, the lesson stands. People are realizing just how much their data is worth.