How to hide json data from firebug

Question

Hi

I have a aspx page that returned JSON data from the server.

Currently when I look at ?#?Firebug?, I can see all the data that is being transmitted.

Since its possible for anyone to view and steal this data, what steps do I need to take so that my data is only viewed from within my page and cannot be viewed otherwise.

Even ?#?Facebook? and ?#?Google?+ hide their ?#?Json? data, but how?