Six years later, this warning remains true. The OkCupid data release reminds us that the ethical, research, and regulatory communities must work together to find consensus and minimize harm. We must address the conceptual muddles present in big data research. We must reframe the inherent ethical dilemmas in these projects. We must expand educational and outreach efforts. And we must continue to develop policy guidance focused on the unique challenges of big data studies. That is the only way can ensure innovative research—like the kind Kirkegaard hopes to pursue—can take place while protecting the rights of people an the ethical integrity of research broadly.