"It feels more sexy and interesting to fend against the assailant from the outside rather than face the possibility that the guy in the next cubicle is ripping off corporate data, " said Mr Rowney.

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Adventure racers may find themselves ripping down rapids in a canoe and then rappelling off a 100 foot rock face.

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On one side of the equation is the fact that big cable companies ( Time Warner Cable, Comcast, etc.) have long been ripping off consumers by pricing their services far above cost something they can easily do because they face so little competition.

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