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How scammers build a profile on you using data brokers

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How scammers build a profile on you using data brokers

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Go to any people finder site right now and type in your name. What comes back might shock you: your age, home address, phone number, the names of your relatives, where you used to live and even what your property is worth.

You didn’t put that there, and you never consented to it. Still, it’s out there, and anyone with an internet connection can see it.

Scammers figured this out a long time ago. Since then, they’ve turned it into a system for targeting you, your parents and your kids.

So how does it actually work, and more importantly, what can you do to stop it?

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HOW TO REMOVE YOUR PERSONAL INFO FROM PEOPLE SEARCH SITES

A single person search result can reveal your address, relatives and years of personal history in seconds. (Kury “CyberGuy” Knutsson)

How scammers find your personal data online

Before a criminal sends a phishing email or makes a call, they do their homework. Importantly, they don’t need to hack anything. Instead, they use the same public websites that anyone can access.

In less than 10 minutes, a scammer can build a detailed profile on you using data broker sites like Spokeo, Whitepages, BeenVerified and Intelius. Here’s what that profile looks like and how they build it step by step.

Step 1: How scammers search your name on people finder sites

It starts simply. A scammer types your name into a search site. Within seconds, they see results like:

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John M. Patterson | Age: 61 | Cleveland, OH

  • Also known as: John Michael Patterson
  • Current address: [your street address]
  • Previous addresses: 4 records found
  • Phone numbers: 2 found
  • Email addresses: 3 found
  • Relatives: 5 found

That is the starting point. Many sites show partial data for free. That is often enough to confirm identity. Full reports cost only a few dollars, so access is easy. Scammers can repeat this process hundreds of times a day, building detailed profiles with very little effort.

Step 2: How scammers map your family and relatives

Next, this is where things get personal. Data broker profiles show more than your name. They reveal your family network.

That often includes:

  • Spouse or partner
  • Children
  • Parents
  • Siblings
  • Roommates

As a result, scammers can target more than one person. For example, they may learn that your elderly parent lives alone or your child just moved. Because of that, scams like the grandparent scam feel real instead of random.

Step 3: How scammers use your address history

At this point, your address history becomes critical. It is not just about where you live. Instead, scammers use it to:

  • Verify identity
  • Find relatives
  • Build trust

For example, referencing a past address makes a caller sound legitimate. That detail alone can lower suspicion.

Step 4: How scammers use your financial data

More importantly, data brokers also reveal financial clues. These may include:

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  • Estimated income
  • Home value
  • Ownership status
  • Length of residence

This information comes from public records, not hacking. Because of this, scammers tailor their approach. Higher-income targets may see investment scams

Others may get job or rental scams instead.

GOOGLE SEARCH LED TO A COSTLY SCAM CALL

Scammers use data broker profiles to map your family and build more convincing, targeted attacks. (Kurt “CyberGuy” Knutsson)

Step 5: How scammers verify and cross-check your data

Before launching a scam, criminals often double-check everything. They don’t rely on just one site. Instead, they compare multiple data broker profiles, social media accounts and public records to confirm details are accurate.

For example, they may:

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  • Match your address across different sites
  • Check Facebook or LinkedIn to confirm family relationships
  • Look for recent moves, job changes or life events

Because of this, the profile becomes more reliable. That extra step is what turns a guess into something that feels real.

Step 6: How scammers create targeted scams

At that point, they have everything they need. They know your name, family, address and financial details. Now the scam becomes highly specific.

By the time you hear from them, they already know enough to sound like someone you trust.

  • They may call your parent pretending to be you
  • They may bypass bank security questions
  • They may send texts that look like your child
  • They may send emails that reference your life

As a result, the scam feels believable.

Data broker scams are already being prosecuted

This has already landed in court. The U.S. Department of Justice has prosecuted companies like Epsilon, Macromark Inc. and KBM Group for selling data to scammers. Epsilon alone paid $150 million to victims.

At the same time, data tied to the FBI Internet Crime Complaint Center shows more than half of fraud cases involving older Americans were linked to exposed personal data. That shows how serious this problem has become.

Why is your personal data on data broker sites

You do not need to sign up for these sites. Instead, your data comes from many sources, including:

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  • Voter records
  • Property records
  • Court filings
  • Social media
  • Marketing surveys
  • Loyalty programs
  • Phone directories
  • Other data brokers

Because of this, your information spreads quickly.

Why your data keeps reappearing online

Even after removal, your data often comes back. Data brokers constantly update their databases. They buy and resell fresh records. Because of that, one-time removal is not enough.

By the time a scam reaches you or your family, it is often built on real data pulled from multiple public sources. (Wei Leng Tay/Bloomberg)

How to disrupt a scammer’s research before they reach your family

The goal isn’t to disappear completely. It’s to make the profile messy enough, incomplete enough and hard enough to find that scammers move on to easier targets.

Here’s what you can do:

  • Search for yourself first. Go to Spokeo, Whitepages, BeenVerified or any other people search site, and look up your own name. See exactly what’s there before a scammer does. That snapshot is your starting point.
  • Submit opt-out requests manually. Every major data broker is required to honor removal requests. The catch: There are hundreds of them, each with its own process, and they relist your information regularly. It’s a full-time job.
  • Use an automated removal service. This is where I strongly recommend a data removal service. Instead of spending hours submitting individual opt-out forms, a data removal service sends removal requests to 420-plus data brokers on your behalf and keeps sending them when your data reappears. Because it will reappear.
  • Set up family alerts. Tell your elderly relatives that you will never ask for money via text from an unknown number. Establish a code word. Scams work because they create panic. A simple family protocol breaks the spell.
  • Change your security questions. If your bank still uses “mother’s maiden name” or “city you were born in” as verification, that information is likely already on a data broker site. Switch to nonsense answers that only you know and store them in a password manager.

Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting Cyberguy.com

Get a free scan to find out if your personal information is already out on the web: Cyberguy.com

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Kurt’s key takeaways

This kind of scam works because it feels personal. When someone knows your name, your family and even where you used to live, your guard drops. That is exactly what criminals are counting on. 

The uncomfortable truth is that your information is already out there, often in more places than you realize. You do not need to panic, but you do need to be proactive. The more you limit what is easily accessible, the harder it becomes for someone to build a convincing story around you. Start with a simple search of your own name. That one step can completely change how you think about your digital footprint. From there, take action to remove what you can and protect what you cannot.

If a stranger can build a detailed profile on your family in minutes, what does that say about how much of your life is already exposed online? Let us know by writing to us at Cyberguy.com

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Valve says it’s ready to launch the Steam Machine this summer

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Valve says it’s ready to launch the Steam Machine this summer

Valve now says that the delayed Steam Machine PC and Steam Frame VR headset are set to launch sometime this summer. In a Thursday blog post detailing its Verified programs for both pieces of hardware, Valve concludes by saying that “We’re excited for players to try your titles on the new Steam hardware once they launch this summer.”

When the company originally announced the Machine and Frame alongside its new Steam Controller late last year, it said that it would start shipping the new gadgets in early 2026. But in February, the company announced that the ongoing memory and storage crunch had forced it to revisit its pricing and shipping plans. And in March, Valve said in a blog post that it would be “shipping all three products this year” — though that was after the company initially said in the post that “we hope to ship in 2026,” which it removed in an update.

Valve opted to release the Steam Controller on its own, putting it up for sale in early May. For the Machine and Frame, while “summer” isn’t exactly a specific date, it narrows the window for when the products might finally come out.

Ahead of actually launching the devices, Valve is redesigning the Steam store and sharing information about the Verified programs for the hardware so that developers can prepare their games. Like with the Steam Deck, if a game is verified for the Machine or the Frame, the badge signals that the game should work well without any tweaks from the user.

For the Machine, the requirements for a game to be verified are “nearly identical” to what they are for the Steam Deck. With the Machine being “roughly six times as powerful” as the Deck, in theory, many more games will be verified for it. Valve also says that it’s testing “every title on Machine that fell below our performance requirements on Deck.”

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For the Frame, Valve’s verified badge will signify games that run well while being played natively on the headset — as opposed to games that work well streamed to the headset, which the Frame is also capable of. “Like Steam Deck Verified, the Steam Frame Standalone Verified program focuses on the experience customers will have with the device out-of-the-box in standalone mode,” Valve says.

Now, we just need Valve to share exactly when the Steam Machine and Steam Frame will be released and how much they might cost. After last week’s price hikes for the Steam Deck, I’m gearing up for sticker shock.

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Are humanoid robots now coming for retail jobs?

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Are humanoid robots now coming for retail jobs?

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Humanoid robots just got another real job. This time, they are clocking in behind the scenes at a major retail operation. Figure AI has signed a commercial agreement with Catalyst Brands. That is the company behind JCPenney, Aéropostale, Brooks Brothers, Eddie Bauer, Lucky Brand and Nautica.

The first rollout begins at Catalyst’s Reno, Nevada Distribution Logistics Center. So, no, these robots are not greeting shoppers or folding jeans in the store aisle. At least not yet.

For now, they are heading into warehouse and supply chain work. Still, the announcement has some people worried. Many see humanoid robots entering a workplace and immediately wonder what happens to human jobs. That concern is fair.

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THE AI-POWERED ROBOT ARMY THAT PACKS YOUR GROCERIES IN MINUTES

Figure’s humanoid robots are starting behind the scenes in Catalyst Brands’ Reno warehouse, not on the store floor. (Figure AI)

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Figure’s humanoid robots enter warehouse work

Catalyst Brands says Figure’s humanoid robots will help with supply chain work. The companies say the robots will focus on repetitive, physically demanding sorting and packing tasks. In other words, this starts with warehouse work that can wear people down over time. The robots will first assist with Catalyst’s Joey Pouch sorting system in Reno. That system helps with computerized induction, sorting and packing inside the facility. Catalyst says the Reno site also underwent a $40 million infrastructure update in 2024.

“As we invest in and scale our portfolio, this collaboration with Figure shows how emerging technologies can modernize our operations while strengthening our workforce,” said Marc Rosen, CEO of Catalyst Brands. “When we automate routine tasks, our associates can focus on higher-value work and better serve our customers across all our brands.”

So, this is happening behind the scenes in the warehouse, not on the store floor. That detail is important, especially because some online reactions made it sound like robots were already headed into retail stores. The announcement points to warehouse operations first. Still, warehouse jobs are real jobs. That is why this deal is getting so much attention.

Why the Figure AI and Catalyst Brands deal stands out

Catalyst Brands owns several major retail brands and operates a large retail network. Figure AI also describes this as a step toward deploying humanoid robots at scale, even though it has not said how many robots will be used.

There is also a financial connection behind the scenes. Brookfield is an investor in Figure AI and also has a stake in Catalyst Brands. Figure says this is the first commercial bridge between Figure and a Brookfield portfolio company.

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If the robots perform well in Reno, the companies could look for more ways to use them across the business.

AI LAYOFFS MAY BE BACKFIRING ON COMPANIES

The robots will first assist with repetitive sorting and packing work inside Catalyst’s updated distribution center. (Figure AI)

What Figure AI has not revealed yet

The announcement leaves out several key details. We do not know how many robots Figure AI will deploy. We do not know the exact start date. We also do not know whether Catalyst is buying the robots, leasing them or using a robots-as-a-service model. The companies have also not said how many human roles could change because of the rollout.

Figure AI says the robots are being integrated into Catalyst’s distribution facility and will focus on physically demanding work. However, the release does not spell out the exact jobs the robots will handle day to day.

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That missing information gives people room to worry. It also gives people room to guess. And online, people did both. Some thought humanoid robots were coming straight into stores. Others focused on the bigger fear, which is that robots could take over jobs that people depend on.

Why humanoid robots make workers nervous

The fear around this deal goes beyond one company. Workers have already watched companies use AI to cut costs, slow hiring and reorganize teams. Now, physical robots are entering spaces where people lift, sort, pack and move products. That feels different.

Figure AI and Catalyst say the robots can handle routine tasks and help associates shift toward higher-value work. That sounds promising. However, workers may hear a very different message. They may wonder who gets retrained. They may also wonder who gets replaced. Companies cannot brush off those concerns. If humanoid robots are coming into more workplaces, workers deserve clear answers.

JOBS THAT ARE MOST AT RISK FROM AI, ACCORDING TO MICROSOFT

The big question is whether humanoid robots will help workers handle tough warehouse tasks or eventually replace some of those jobs. (Figure AI)

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Why retail companies want warehouse robots

Warehouse work can be tough on the body. People lift boxes, move products, repeat the same motions and race to keep up when orders spike. That is why retail companies are looking hard at automation.

Figure’s pitch is that humanoid robots can fit into places already built for people. They do not need a warehouse rebuilt from scratch. In theory, they can step into certain jobs and help with repetitive work.

For a retailer, that could mean products move faster, and workers face less physical strain. It could also help during busy shopping seasons, when distribution centers get slammed.

What to watch next with Figure AI robots

The next big signal will be whether Catalyst expands the robot program beyond Reno. A small rollout may be a learning test. A wider deployment would point to a much larger shift in how retailers move products.

Watch for details on robot count, job duties and worker impact. Those specifics will tell us more than anything else. Also, pay attention to how companies talk about employees. If they say robots will help workers move into better roles, they should explain exactly how that will happen. Workers deserve more than buzzwords.

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What this means for you

These robots may start in a warehouse, but the ripple effect could eventually reach workers, shoppers and prices.

For shoppers, the upside is easy to see. If robots help move products faster, stores may have fewer empty shelves. Online orders could also move through warehouses more quickly.

For workers, it gets more complicated. Companies often say robots will take over the hardest tasks so people can move into better roles. That sounds good, but workers need more than a promise. They need training. They need clear answers. They also need to know whether a robot is there to help them or replace them.

And for the rest of us, this raises a bigger question. Are we comfortable with retailers using humanoid robots if it makes shopping faster or cheaper? Or do we want companies to prove that people are still part of the plan?

Kurt’s key takeaways

Figure AI’s deal with Catalyst Brands shows how quickly humanoid robots are entering our workplaces. For now, these robots are starting in a distribution center. They are not walking through the aisles at JCPenney. That distinction is important. Still, the bigger concern remains. People want to know whether these machines will help workers or slowly push them aside. Automation can reduce hard physical work. It can also create real fear when companies avoid direct answers. Humanoid robots may soon become a normal part of warehouse operations for retailers. The real test will be whether companies use them in a way that helps people, instead of treating people like a cost to cut.

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Would you shop with a retailer that uses humanoid robots in its warehouses, or would that make you think twice? Let us know by writing to us at CyberGuy.com.

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Copyright 2026 CyberGuy.com. All rights reserved.

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Cyberdecks used to look like little laptops, but now they’re getting more personal

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Cyberdecks used to look like little laptops, but now they’re getting more personal

Tan and countless other DIYers are attracting millions of views showing off the personal computers they’ve built inside purses, jewelry boxes, toys, and old tech, hiding Raspberry Pi boards inside art projects.

Cyberdecks, but make it fashion

The colorful, quirky builds popping up across social media are a drastic shift away from the typical look the cyberdecks we’ve featured have had, which often consisted of a 3D-printed chassis or a rugged box like a Pelican case, usually with a cyberpunk-style design.

Inside, these homemade devices are essentially mini Linux computers for specific tasks, usually done offline, like reading, journaling, or listening to music. But now, a cyberdeck doesn’t have to look like a computer at all.

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