Security and privacy are basic human desires. Sometimes those desires are stronger than at other times, and as humans we are often inconsistent in our choices. People seem to have a pretty good idea of when they want security, such as protection against harm from bears or bullies, or against property loss when executing bank transactions. Their interest in privacy also seems clear at times, such as when sending a resume to a prospective employer or accessing grades on a university computer system. However, at other times, people exhibit somewhat less security- or privacy-conscious behavior, such as going bungee jumping or in their use of loyalty cards when shopping. Sometimes the desire for security or privacy varies across nearly identical circumstances. An example of this is when a person receives an email from an unknown party, he might be reluctant to click on an included hyperlink, but when he receives the same email from a friend he happily clicks the hyperlink. These examples illustrate that people decide consciously whether the perceived value they’re receiving (adrenaline rush, loyalty points, convenience) exceeds any decrease in security or privacy. It can also be the case that people make these decisions based upon faulty information or when they are unaware of all the relevant facts.