Sounds scary, but I tend to think this is the new normal. As individuals many of us even invite this kind of tracking through sites like Empire Ave. As in politics the real issue is transparency. It is a huge relief to see that is being addressed at least via Firefox, but I'd like to see the same thing done in chrome. It will be interesting to see if this motivates more people to use Firefox. I think it could be a big selling point for their service if enough people take online privacy seriously.