"People talk a big game here when it comes to privacy, but they don't actually do very much," one venture capitalist says.
It's not all black and white.
Retailers used to keep tabs on shoppers to prevent theft. Now they’re using various technologies to study shoppers so they can increase sales.
As paranoia about online tracking grows, so too the number of businesses that help consumers prevent marketers from mining their personal data.
Advertisers are not amused. In the upcoming version of Windows, Internet Explorer will have its "Do Not Track" feature turned on by default. Goodbye creepy ads that seem to follow you around -- hello, more generic ads for great deals on car insurance?