Data is everywhere. Ubiquitously, companies and governments are collecting data. One simple visit to the world wide web leaves a wide digital footprint. One Google search about the best mutual funds in the market and you will be bombarded with mutual fund advisories anywhere you visit. The lines between the online world and the offline world are blurring, as the number of metadata increases. This paper looks at certain ways as to how our civilization is becoming smarter, with every device around us right from the mobile phone to electric bulb, becoming smarter with each passing day. This paper looks at the origins of the collection of metadata, as well as their use in customizing the world as per our needs and wants.