> "I'm not worried about Amazon mining my personal information to start doing better ad targeting." I get that better ad targeting may not seem like much of an

> "I'm not worried about Amazon mining my personal information to start doing better ad targeting." I get that better ad targeting may not seem like much of an issue at first thought, and may even seem like a benefit, but I'd suggest that the perceived benefits may start to unravel if you consider it from a different point of view. Companies that are involved in delivering targeted advertising are basing what ads to show you on the profile they're building up about you and what they perceive as similar people to you. The idea being to give you more of what they think you'll like. What this leads to is a filter bubble. When you're in a filter bubble (and I'd argue most of us are), the culture you're exposed to is increasingly limited by your past likes and dislikes, increasingly tailored based on market demographics, far less likely to broaden your range of experience. We shouldn't welcome the filter bubble, we should act to break out of it, and resisting the mechanisms behind targeted ads is one such way of doing so.