In other words, the sheer fact that someone downloaded this app is, at the very least, a tipoff that they’re probably a woman, and probably scared of becoming another statistic. Somewhere down the line, this basic data could be used to target the people who download this particular app with ads for some sort of self-defense keychain. Or counseling services. Or a gun. Because hey, who knows, they might need these things, right?


As Cyphers put it, “The kinds of people that are gonna be coerced into downloading it are exactly the kind of people that are put most at risk by the data that they’re sharing,” which is absolutely true—and that goes for data on their entire digital life, including the apps they download.

Every person—and every trauma, every fear, every painful encounter—plugged into Noonlight will likely eventually be flattened into a single bucket of “people who downloaded” this particular app, and that bucket will be a blip among the rest of the targetable data points floating through the digital ad ecosystem. Ultimately though, it’s not what goes into this particular blip, or the magnitude of this blip, that’s indefensible—it’s that the blip exists at all.