While watching a show through my Apple TV and half paying attention to the Dodgers game on my iPhone, I saw Apple’s recent ad touting their privacy protections.

It made me sick to my stomach.

Cool, trendy 20-something walks through the wrong door and sees a room decorated sometime in the 1800s holding an auction for all of the 20-something’s personal digital information. The auction is attended by the unscrupulous and criminal. The champion tells her phone apps Do Not Track and all of the evil disappears.

The ad hits at the heart of general consumer fear. Emails, drug store purchases, location data, contacts.

Apple Privacy Position Rotten to Core