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The pitch has plenty of appeal: Sign up for our service, and we\u2019ll automatically unsubscribe you from all those pesky email lists. For free! Except, not quite; as it turns out, you end up paying in privacy. That\u2019s just one revelation from a bombshell New York Times look at Uber, which showed how Unroll.me, the service described above, scans the email accounts of its users for information as granular as Lyft receipts to anonymize, package, and sell on the lucrative data market. Unroll.