Privacy: It's the emerging issue of the 2010-2020 Decade.
What basically happened is that Web 2.0 finally showed its hand, and that User Data became a hot commodity to sell. Facebook, while fun to use, has had several disturbing reports of weak data security, while Google has made a dramatic shift in policy, enough to finally get European regulators to take a second look. The gist has been "for years we trusted your Do No Evil theme with our data, that's why we used your services. Now you want to cross-link everything? Sorry, we're upset."