“… 53 Hielke Hijmans contrasts a ‘select before collect’ approach over a ‘collect before select’ one: “In the old, data-is-scarce model, companies had to decide what to collect first, and then collect it, but with the new, data-is-abundant model, we collect first and ask questions later.” Hielke Hijmans, “Recent developments in data protection at European Union level”, ERA Forum , Issue 2, 2010, p. 222 . See also Omer Tene and Jules Polonetsky who portray the relationship of data minimisation with big data business models as “antithetical.” Omer Tene and Jules Polonetsky.…”