The usual response to identity problems like fraud has been to pile on more identity. On the Internet now we have too much identity! Too much identifiable data seeps out of everything we do online. But in the Internet of Things, Personal Information may pour from everything we do, period. Do we need every new appliance to have its own privacy policy? It depends on whether networked devices are working for their buyers or their vendors. Here we’ll look at how smart devices are smart enough to control data flows and protect their users’ identity and privacy.