In the past people have been very relaxed about their online persona being exposed to all manner of vendors, companies and acquaintances. This was partly through lack of awareness of how much information is being shared, but also through the lack of useable tools to enable them to maintain their digital privacy. An appetite for digital privacy has, however, now been galvanised by the increasing awareness of how exposed we have become. We are about to witness a tipping point where suddenly digital privacy becomes the norm: something that is expected rather than seen as a luxury. This will be the result of a sea-change in the demand and uptake of privacy enhancing technologies.