I continue to believe this issue has fed off an incredible amount of misinformation. 'Tracking' does not mean that advertisers & websites are tracking your SSN, ripping off your email address without permission or logging your home address. It is simply using consumer data so that it can better serve a more relevant, targeted experience for users online. The more targeted the experience, the more targeted the ads & the better it is for the end user (relevant ads, keeping the web free/inexpensive) And the better for companies & advertisers in reaching their market. 'Tracking' is loaded, often misused & isn't shaping a productive, honest conversation. In my opinion.