Location-based social networking applications can reveal a great deal about an individual's patterns of behaviour. Beyond telling us 'where' someone has been, they can tell us 'who' someone has been with. The 'where' part of the equation allows us to overlay location details (x and y coordinates) with satellite imagery (maps) which effectively give a researcher a 'context' for an individual's circumstances. E.g. a user can be pinpointed to a park, a cafe, a school, a commercial building, or otherwise. 'Who' someone is with tells us about their relationships, how they might interact with others, frequency, distance travelled, time of outings and even propensity to spend. Mining this type of data en masse for direct marketing purposes or even for surveillance has major societal implications. Two positions are provided for this expansive data availability; on the one hand convenience is touted as the ultimate measure of opting-in to such services, on the other hand is the requirement for corporate responsibility in the field of ICT in the implementation of ever-increasing pervasive systems. This paper emphasises some of the more complex issues related to risk.