(Bloomberg) -- Consumers have willingly traded some of their personal details for access to social sites like Google or Facebook, and suffer an occasional ad as a result. But once that sharing gets too personal, as with health-care information, it could prompt people to retreat behind a wall of privacy, according to a panel of technology experts at the World Economic Forum in Davos, Switzerland.

In fact, consumers might even be willing to pay for the privilege, Michael Gregoire, chief executive officer of software company CA Inc. said during a discussion about the Internet of Things.

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