  Privacy is a concept found throughout human history and opinion polls suggest
that the public value this principle. However, while many individuals claim to
care about privacy, they are often perceived to express behaviour to the
contrary. This phenomenon is known as the Privacy Paradox and its existence has
been validated through numerous psychological, economic and computer science
studies. Several contributory factors have been suggested including user
interface design, risk salience, social norms and default configurations. We
posit that the further proliferation of the Internet-of-Things (IoT) will
aggravate many of these factors, posing even greater risks to individuals'
privacy. This paper explores the evolution of both the paradox and the IoT,
discusses how privacy risk might alter over the coming years, and suggests
further research required to address a reasonable balance. We believe both
technological and socio-technical measures are necessary to ensure privacy is
protected in a world of ubiquitous technology.
