It’s human nature to want something for nothing. But when it comes to web services, that tendency seems to often blossom into a veritable psychosis. In the brick and mortar world, personally identifiable information has long been mashed into a commodity that is sliced, diced and sold. So is the situation better or worse for us in the digital realm? From the hue and cry over ‘Do Not Track,’ you might think the latter. You would be wrong.




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