> At the same time, there's something really telling that after all of the years of the advertising industry talking about how users actually want to be tracked

> At the same time, there's something really telling that after all of the years of the advertising industry talking about how users actually want to be tracked and targeted, they are nonetheless terrified of something as simple as a prominent opt-out button. I actually gave it a chance. The problem was during that time the ads (from Google) were more irrelevant. Back in the old days you could often see how ads were relevant to the topic of the web site you were visiting or the topic you searched for even if they weren't always relevant to me (e.g. selling expensive software while I was a broke student, living outside the US). The next years - sometimes after the Double Click acquisition it seems - I started seeing almost only irrelevant ads everywhere. I don't have anything against companies making money - in fact I liked it when Google were earning good money before Double Click. But when they add invasive tracking and the quality goes way down at the same time something has gone wrong.