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[Commentary] The buzzword tsunami that is “big data"—a handy way of describing our vastly improved ability to collect and analyze humongous data sets—has dwarfed “frictionless sharing” and “cloud computing” combined. As befits Silicon Valley, “big data” is mostly big hype, but there is one possibility with genuine potential: that it might one day bring loans—and credit histories—to millions of people who currently lack access to them. But what price, in terms of privacy and free will (not to mention the exorbitant interest rates), will these new borrowers have to pay?