A mobile computing device configured to provide personal assistance to an associated user in the form of one or more personal assistance actions automatically carried out on the mobile computing device, the computing device comprising a processor, a memory, and a plurality of sensors each configured to sense one or more conditions, wherein at least one of the plurality of sensors is configured to detect conditions relating to aspects of the current physical context of the associated user, wherein the processor executes instructions on the mobile computing device in providing personal assistance to the associated user, the mobile computing device further comprising: a personal daemon being an executable component and configured to: operate and execute in the background of the mobile computing device; maintain a data store of personal information regarding the associated user; monitor actions of the associated user made in conjunction with the mobile computing device and, upon monitoring an action, analyze the monitored action of the associated user to determine additional personal information of the associated user and store the additional personal information of the associated user in the data store; and receive notice of events from the plurality of sensors and, upon receiving notice of an event, execute a personal assistance action on behalf of the associated user in response to a received notice of an event according to one or more previously established rules for the event; wherein the personal daemon is further configured to not share the personal information of the associated user with any other third-party entity except under conditions of rules established by the associated user; wherein, when the personal daemon is configured to share personal information of the associated user with a third-party entity according to an associated user's explicit rule, the personal daemon is further configured to track what personal information of the associated user is disclosed to the third-party entity and to inform the associated user about what has been disclosed to the third-party entity; wherein the personal daemon is further configured to receive an input from the associated user to establish a limit of amount of personal information of the associated user that may be disclosed where after the personal daemon obfuscates any further personal information of the associated user that is requested by the third-party entity. a personal daemon being an executable component and configured to: operate and execute in the background of the mobile computing device; maintain a data store of personal information regarding the associated user; monitor actions of the associated user made in conjunction with the mobile computing device and, upon monitoring an action, analyze the monitored action of the associated user to determine additional personal information of the associated user and store the additional personal information of the associated user in the data store; and receive notice of events from the plurality of sensors and, upon receiving notice of an event, execute a personal assistance action on behalf of the associated user in response to a received notice of an event according to one or more previously established rules for the event; operate and execute in the background of the mobile computing device; maintain a data store of personal information regarding the associated user; monitor actions of the associated user made in conjunction with the mobile computing device and, upon monitoring an action, analyze the monitored action of the associated user to determine additional personal information of the associated user and store the additional personal information of the associated user in the data store; and receive notice of events from the plurality of sensors and, upon receiving notice of an event, execute a personal assistance action on behalf of the associated user in response to a received notice of an event according to one or more previously established rules for the event; wherein the personal daemon is further configured to not share the personal information of the associated user with any other third-party entity except under conditions of rules established by the associated user; wherein, when the personal daemon is configured to share personal information of the associated user with a third-party entity according to an associated user's explicit rule, the personal daemon is further configured to track what personal information of the associated user is disclosed to the third-party entity and to inform the associated user about what has been disclosed to the third-party entity; wherein the personal daemon is further configured to receive an input from the associated user to establish a limit of amount of personal information of the associated user that may be disclosed where after the personal daemon obfuscates any further personal information of the associated user that is requested by the third-party entity.