part of the internet. What about them? I click on them when I see something of interest." Now I was starting to get concerned. "But you can see all your info on a simple Google search, your birth date, your home town. This can be used for identity theft." "*Shrug* So I'd have to change my credit cards. It'd be a pain, I guess. But what are the odds of it happening really?" She then said something that drove the point home. "I care more about what trouble my toddler is getting into than someone finding my personal info and using it." I can see now where the education process breaks down for the average consumer. We, as security professionals, see the perceived threats and the real ones. We entrenched in them every single day. To many people, they simply don't see these threats, neither the perceived ones nor the real ones. They only see what's in their own world right then. As she said she's more concerned about what her son is doing right then than her personal data. After a decade and a half, people are just now getting to the point where they use security software. Social media is evolving far faster than the traditional educational approaches. We as security professionals need to take a look at how we are presenting perceived and real risks and change our approach to that of answering the question "So what? Why should I bother?". This means reaching out to the