  End users' awareness about the data they share, the purpose of sharing that
data, and their control over it, is key to establishing trust and eradicating
privacy concerns. We experimented on personal data management by prototyping a
Point-of-Interest recommender system in which data collected on the user can be
viewed, edited, deleted, and shared via elements in the User Interface. Based
on our qualitative findings, in this paper we discuss "The ostrich policy"
adopted by end users who do not want to manage their personal data. We sound a
waking whistle to design and model for personal data management by
understanding end users' perceptions towards data transparency and control.
