The algorithm, cookies, data collection, They Live (1988), privacy policies and those good ol' t's 'n' c's! These terms get thrown around a lot in the data wrangling and privacy world. Still, I think we can all agree that, above all, John Carpenter's classic film "They Live" is the most critical piece of privacy data tracking media of all time. Ok, but seriously what are we giving up? What is the price of riding on the information superhighway in 2021? In this article, I would like to get stuck into demystifying what the robot sees, how it uses that data and how you can train your algorithm to work for you.