yes,really more transparent,you will behava as you are all clealy known 

even you don't want recognise, but it's true.

Even if it's not in big data era, every one of us is still transparent. It's only kind of time issue.

The only way we can get out of it is we don't put our data on the Internet especially some private data. But nowadays it's very difficult for us to stay away from the Interent. So one last way is to pray.

Although there are many laws which can protect our privacy to be disclosed and also many websites claim they will not disclose information about users to third party, they are meaningless in front of interest. If law makers are the group who want the data, they can always find some ways to get around the law and access your data. The same for those websites, they can change their privacy policies as they wish to fulfill their interest. They can even sell your data to third party such as advertisers to make money.

So you are the one responsible for your own data, not anyone else.