"In the rapidly changing educational technology landscape," writes Bonnie Stewart, "I can't promise data safety." And this means that not only personal data but also student data becomes grist for the corporate data mill. Stewart argues that educators should push back. " We could use our collective voices and procurement power – on postsecondary campuses and in K-12 – to demand that educational technology platforms post clear, plain language, and pedagogically-focused data privacy assurances." But, she says, "This would take a culture shift." And that's the real challenge.