The relationship between businesses and individuals is now mostly through digital networks. A digital networked society is changing how individuals live, work, travel and socialise – therefore benefit them, however it is likely to benefit big organisations more. The data of an average American is worth between $0.20 and $0.40. Organisations can sell this data to generate more money for the business, Facebook for example has around 190 million users in the U.S., so it is estimated that Facebook can make between $38 million and $76 million from selling its users data. The loop theory can be applied to the digital network; people now pick up their phones without even thinking about it, therefore if you open a site eg facebook, they will be able to know what times you’re on your phone and where you are etc. After a while, these organisations will be able to record and then predicted an individuals behaviour.