This document discusses the ethical issues raised by pervasive health data sharing from various sources like genetic services, fitness trackers, and online surveys. It notes that health care and medical research could suffer if this data is not properly protected. While some argue it is not the health industry's problem, the document argues they should get involved for two key reasons: 1) health data is at risk of reidentification even when de-identified and 2) the industry could take a proactive role in finding and controlling health data. However, this approach raises ethical concerns about autonomy, surveillance, and data breaches. If done right with transparency and limiting data use, industry control could incentivize better protection against exploitation and equalize use of big