Advances in data storage and mining technologies have brought increasing attention to cloud computing and Big Data. One of the foci of this attention has been in the areas of privacy. The ubiquitous collection and analysis of data that enable predictions about human behavior and states is threatening our traditional notion of privacy, and bringing into question the notion of anonymity by aggregating data. This paper argues that a legalistic approach might not be sufficient to address the emerging privacy issues, and that we might consider looking at ethics as an additional avenue to arrive at some solutions.