I know, this is tangentially related to the article and discussion at hand, because small business have little control over this, but I think we're at this poin

I know, this is tangentially related to the article and discussion at hand, because small business have little control over this, but I think we're at this point now because along with targeted ads come privacy issues. The ad targeting industry has earned the distrust of people via countless hacks of databases housing personal data that didn't need to be there. Facebook, specifically, is no saint in this regard with its shadow profiles and so on. If companies could properly secure your data and only collect what is needed, Apple wouldn't feel the need to take matters into their own hand.