While privacy used to be a concern of only a limited number of people, in recent years awareness of it has been growing. This has been for a number of reasons including the enactment of the GDPR, the growing impact of data leaks, data logging by governments and companies, and even the recent discussions about COVID-19 contact tracing. At the same time, most of us are knowingly or unknowingly sending more and more private data to the cloud, which increases the risk of it being leaked or abused in some way. In order to try and reconcile these two opposing directions, consumers and companies alike should increase their usage of privacy-enhancing technologies, and businesses should integrate privacy by design into their development.