The recent PBS special "The Human Face of Big Data" takes a look at recent developments in online information gathering, particularly as it affects individuals. The program, sponsored by technology companies such as Cisco, takes an overly optimistic view of these technological developments, at times willfully ignoring their down sides.The film looks at information gathering in a number of areas, ranging from better understanding of DNA and the genome to the monitoring of internet searches. Overall, it puts a positive spin on these developments, with much of the commentary coming from industry representatives. For example, the founder of 23andme holds forth on how easy it will be to test people's DNA in the near future, never bothering to consider that the society she's describing is basically Gattaca.The Human Face of Big Data does have a point, in that much of the technology described can be very beneficial if used with circumspection and caution. However, this circumspection requires that we squarely confront the potential dangers posed by these developments, not paper them over with corporate public relations.Towards the end, the film does briefly consider "the dark side" of this technology, but not in much detail. This cautionary note is overwhelmed by the plaudits that have come before it. The film works best as a start to a conversation over very complex issue.