It was only a matter of time that people would catch on to the fact that wherever there is data there will be data miners. Marketing people are usually first on the scene with government agencies and hackers close to follow. The New Scientist said:

That paper, entitled Semantic Analytics on Social Networks, by a research team led by Amit Sheth of the University of Georgia in Athens and Anupam Joshi of the University of Maryland in Baltimore reveals how data from online social networks and other databases can be combined to uncover facts about people. The footnote said the work was part-funded by an organisation called ARDA.

What is ARDA? It stands for Advanced Research Development Activity. According to a report entitled Data Mining and Homeland Security, published by the Congressional Research Service in January, ARDA's role is to spend NSA money on research that can "solve some of the most critical problems facing the US intelligence community". Chief among ARDA's aims is to make sense of the massive amounts of data the NSA collects – some of its sources grow by around 4 million gigabytes a month.