> By 2020 you'll need to know how to clean up that electronic trail day in and day out. "Say you were searching for information on hats," theorizes Jaron Lanier

> By 2020 you'll need to know how to clean up that electronic trail day in and day out. "Say you were searching for information on hats," theorizes Jaron Lanier, computer scientist, musical composer, and virtual reality pioneer, "and you saw a link about hats, but when you got to it, it was actually a weird pornography site about hat fetishes. Then it turns out there's a record that you visited this site, and now you're getting bombarded with offers from people with hat fetishes. Furthermore, your friends are being contacted in case they have hat fetishes. All of a sudden you're the hat fetish person in your social circle, and you have to go in and undo it." Well, this happened, but it's simultaneously more pervasive and more silent than we would have suspected. The ad networks know everything about your online behavior, not just hat fetishes.