Vivametrica isn't the only company vying for control of the fitness data space. There is considerable power in becoming the default standard-setter for health metrics. Any company that becomes the go-to data analysis group for brands like Fitbit and Jawbone stands to make a lot of money.

Rather than assuming Terms of Service are equivalent to informed consent, platforms should offer opt-in settings where users can choose to join experimental panels. If they don't opt in, they aren't forced to participate.

Self-tracking using a wearable device can be fascinating.

Kate Crawford Quotes