Philosophy has always shown concern about human interests in their study of knowledge. Nowadays, with the emergence of new social customs promoted by the massive use of networks, this concern is moving towards a more practical slope analysis. Interests -guide of our attention and, therefore, knowledge too- have becoming object to commercialization of trademarks. Such maelstrom has contributed to social networks become big banks of interests dedicated to make business with our privacy, a behaviour that awakes many ethical controversies and, (...) increasingly, demands our work. (shrink)