In the world of big data today how is it possible that there are things that people know about themselves that the insurance company does not know. In some case clever researchers have been able to document specific forms of this private information such as knowing for example whether if you have a parent with the genetic disease for Huntington's Korea. There is evidence that people at risk for Huntington's Korean have much higher rates of purchasing nursing home insurance than people who do not have that gene. The idea that oh in the world ofbig data will somehow get rid of this selection problem because big brother will know everything about us turns out not quite everything.

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