In reply to Mike.

As Peter and Mike rightly pointed out, the average consumer does not know much. Also we all tend to make compromises pretty easily. Like for e.g. giving our mobile phone number for 45 mins. of free WiFi at the airport. So, a part of this, is probably a lot of education and awareness building. The aspect that interests me more is to be able to make the reckless invasion of privacy very, very difficult, budget busting. When something like that happens, "privacy invasion budgets" will be rationalized or aimed at the right places. Knowing the private business of others has become so simple and lucrative, that we have all been carefully conditioned to expect it. This makes it all the more important to educate a generation that this is wrong and must be stopped. There are companies who boast to know 2500+ personal attributes of over 200 million Americans. This is plain simple wrong. I don't want anyone to know 2500 attributes about my family and me.