The revelation comes from research recently published by the National Bureau for Economic Research, which is based on a study of more than 3,000 students at MIT. The study's greater purpose was to measure reactions to the adoption of an on-campus cryptocurrency, but it included an experiment that tested how the students valued their online privacy as well.
To do this, the researchers pressed the students to submit the email addresses of their friends, under the pretense of needing them to kick off the new cryptocurrency community. In exchange for their friends' contact info, they were promised pizza. Incredibly, free pizza was enough of an incentive to convince 98% of the surveyed students to give up the addresses. Even more shocking, 94% of the students sold out their BFFs' online privacy without any incentive at all.