Recently, three major ICT companies were confronted with public outrage about the way they collected massive amounts of personal data without informing data subjects, let alone obtaining their consent. Google harvested data concerning Wi-Fi routers while cruising around with their StreetView camera cars, Facebook tracked potentially every internet user with the help of tracking cookies and the ‘Like’ button, and Apple collected and stored location data from iPhones. In all three cases the companies stated that it was a mistake, sometimes took the blame, fixed the issue, and continued their work. The central question is whether they were really mistakes and why the companies could continue their businesses without major problems. Analysis of the three cases leads to hypotheses on whether they were mistakes or a strategy, and signals a trend towards increasing privacy breaches by powerful companies.