The shop where you pay with privacy

Kaspersky Lab has opened a pop-up store in London. It doesn't accept money, though, you pay with
private data.  It's a publicity stunt, of course, but a good one.  People have been 'buying' stuff too, even though Kaspersky usually gives this stuff away for free.

The prices of item varies:

[...]to acquire the mug, you had to hand over three photos, or screenshots of your WhatsApp, SMS and email conversations, to Kaspersky. To buy the t-shirt, it had to be the last three photos on your Camera Roll — so you couldn't be selective — or the last three messages on your phone. The original print, finally, forced you to hand over your phone. A member of staff would then poke around and select five photos or three screenshots. 

What's interesting is how punters are reacting:

There was a mixture of excitement and nervousness in the store. Some people were caught off guard and immediately started rummaging through their phones, checking photos and messages for anything that might cause embarrassment. [...] "But [a member of staff said] when you're actually asked to exchange this private information and walk away with something that does have monetary value, people are like, 'Whoa! What is actually on my telephone? What are the messages that I've sent?' It's a little bit scary."

The reporter, Nick Summers, had originally intended to go for the original print, handing over his phone for staff to poke around in. He panicked, though and went for a mug instead (choosing three pictures to disclose). I don't blame him: I am abnormally well aware of what's on my phone because I'm paranoid about that sort of thing, but I'd certainly hesitate before handing anyone my phone.

What I like about this is that the customers are obviously willing participants, playing along because they want to experience the panic of willfully exposing private data.  They're learning about privacy through role play, which is a great idea.