[DrMcFacekick]

I don't understand why people are worried. Every time you use a loyalty card in a supermarket your data is tracked, analyzed, and you're served up personalized ads in the form of the coupons that print out when you ring up. Every time you send an email in gmail, it's searched for keywords and targeted ads are served up to you. Every time you use your Macy's card your purchases are tracked and you get personalized coupons in your inbox.

I have never heard an argument against Facebook/Google/whatever that was any deeper than "But but but MAH PRIVACY!" Privacy was kaput when the first phone book was printed.