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"There are only 7 billion people on the planet, and only about a billion on the Internet. Every fact about a person (are they male or female? Where they live? Do they listen to Brian Eno?) slices that number down by a significant fraction. If you have enough facts about a person, (33 bits of independent facts, it turns out, because log 2 7,000,000,000 = 32.7) you can determine who they are."