Code.org—a tech non-profit backed by Mark Zuckerberg, Jack Dorsey, and other top brass—wants to improve computer science education for young women and minorities. And hey, that's great. But it wouldn't be a Zuck joint without something insidious: the group will hold private data about kids for years.

I'm no marketing wizard, but if you try to trick your classmates into believing there is a violent criminal act occurring on campus, the stunt might just blow up in your face. The crew at Bevii is learning this the very hard way.