The digital transformation disrupts many traditional business models, but has also revolutionized several cultural practices. Having evolved to clan or village life, us humans suddenly have to understand and adapt to the intricacies and ramifications of online- and mobile services, with all their advantages and pitfalls. My chair is working hard to cushion the impact for at least a few of them, and in this talk I will give a broad overview of the situation as I see it, subsequently hinting at challenges and ideas we are working on (including Web tracking, device ID obfuscation, (social) media competence, and anonymous communication).