There’s a reason why Data Privacy Day pisses me off.

January 28 was the annual “Hallmark holiday” for cybersecurity, ostensibly a day devoted to promoting data privacy awareness and staying safe online. This year, as in recent years, it has become a launching pad for marketing fluff and promoting privacy practices that don’t hold up.

Privacy has become a major component of our wider views on security, and it’s in sharper focus than ever as we see multiple examples of companies that harvest too much of our data, share it with others, sell it to advertisers and third parties and use it to track our every move so they can squeeze out a few more dollars.

But as we become more aware of these issues, companies large and small clamor for attention about how their privacy practices are good for users. All too often, companies make hollow promises and empty claims that look fancy and meaningful.