Matteo Franceschetti, the CEO of Eight Sleep, which makes the $2,295 smart mattress topper "The Pod" tweeted: "Breaking news: The OpenAI drama is real. We checked our data and last night, SF saw a spike in low-quality sleep. There was a 27 percent increase in people getting under 5 hours of sleep. We need to fix this. Source: @eightsleep data." Franceschetti's tweet reminds us that The Pod is essentially a mattress with both a privacy policy and a terms of service, and that the data Eight Sleep collects about its users can and is used to further its business goals. It's also a reminder that many apps, smart devices, and apps for smart devices collect a huge amount of user data that they can then directly monetize or deploy for marketing or Twitter virality purposes whenever they feel like it.
The top of Eight Sleep's terms of service states "At Eight Sleep we pledge to respect your privacy and to keep your data safe. We only collect data that helps us improve our products and services." Both Eight Sleep's privacy policy and terms of service then go on to note that the company collects a huge amount of data that can be used for a wide variety of purposes, including marketing, retargeting, and scientific studies. It can also, apparently, be used by the CEO for commenting on the day's tech news. Specifically, the company notes that "data about your sleep activity is transferred from your Device to our servers" every time the Pod's app syncs with the Pod. Certain features on the device also require location data "including GPS signals, device sensors, Wi-Fi access points, and cell tower IDs." This data is then used to give users personalized sleep recommendations, but they are also "used in research to understand and improve the Eight Device and Eight Service," "to enforce the Eight Terms of Service," and, critically, "de-identified data that does not identify you may be used to inform the health and scientific community about trends; for marketing and promotional use; or for sale to interested audiences." The terms of service add that it "may share or sell" this data.
The case of Eight Sleep's "The Pod" serves as a crucial reminder for consumers about the complexities and implications of data collection in smart devices, particularly those related to sensitive aspects like sleep. While these devices offer innovative features and personalized experiences, they also collect and process a vast amount of personal data. Consumers should be acutely aware of how their data is being used, gathered, and potentially shared or sold. It's important for users to thoroughly understand the privacy policies and terms of service of such products, recognizing that their personal data, even when de-identified, can be a valuable commodity for companies. This awareness is essential for making informed decisions about the use of smart technology and for advocating for greater transparency and control over personal data in the evolving landscape of tech-driven personal health and wellness.