That's something most people think and do. The problem is that they assume that all this targeting will work in future as it is now. My wild guess is it will n

That's something most people think and do. The problem is that they assume that all this targeting will work in future as it is now. My wild guess is it will not, it will get much clever, it will be able to figure out if a given person is "worth being targeted" (buys expensive goods and services and does this often, has big credit on his card, etc.). Soon or later those who does not qualify will get nothing or will have to pay a lot to access given service since not being part of it will be considered suspicious (by government, employers, shops). US gov wants people to give their "social" username at the border, Chinese government is working on system to "rate" citizens, companies are setting the prizes in online stores on the base of knowledge they have about incoming customers. Traversing a saying about communists and capitalists it seems that social networks are giving away a rope they will hang its users someday.