I'm saddened by this because despite agreeing with the essay I know that I'm complicit in it by virtue of working in e-commerce (same could be said of most if n

I'm saddened by this because despite agreeing with the essay I know that I'm complicit in it by virtue of working in e-commerce (same could be said of most if not all commercial web ventures). While I like to believe the people I work with respect the privacy of our users I know that the online advertising industry as a whole doesn't - as touched on in the essay. How do others deal with this moral quandary?