When we enter sensitive information – our names, passwords, payment card information, medical information, what have you – into websites, we do it with the expectation that it will be kept confidential and safe and will not be misused by the company running the site.
Most tech-savvy users know that there are many ways this kind of information can end up in the wrong hands: machines infected with keyloggers, traffic interception/man-in-the-middle attacks, sniffing of unencrypted traffic over unsecure networks, etc.
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