It’s Modern Trade: Web Users Get As Much As They Give (WSJ)

Some people don’t like online tracking, for a variety of reasons. For some, it feels like a violation to be treated as a mere object of commerce. Some worry that data about their interests will be used to discriminate wrongly against them, or to exclude them from information and opportunities they should enjoy. Excess customization of the Web experience may stratify society, some believe. These are all legitimate concerns that people prioritize to differing degrees.

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