This is something I've been wrestling with as well. Several of my friends work for Google or Facebook. I've discussed this at length with some of them. Several

This is something I've been wrestling with as well. Several of my friends work for Google or Facebook. I've discussed this at length with some of them. Several seem to object strongly to, for example, Congress's block of the FCC's proposed ISP privacy rules. Yet they work for companies which implement forms of tracking which are substantially similar. Some work directly on implementation of said tracking. I find it frustrating since each and every one of them has other options. In the words of Jeff Hammerbacher: "The best minds of my generation are thinking about how to make people click ads. That sucks."