I think that's the model everyone (eg: your average consumer) likes and is most familiar with. Advertisements on TV are tolerated because it's not targeted and

I think that's the model everyone (eg: your average consumer) likes and is most familiar with. Advertisements on TV are tolerated because it's not targeted and just a random broadcast to everyone who might be interested. Anxiety that certain things may be used against you in the form of advertising is a very real problem people face. A teenager who is researching transgender topics would be potentially frightened if the TV station the family usually watches that never shows any ads about transgender health suddenly started pushing those kinds of ads and the parents disapproved. The problem lies in the tracking technology. In order to make informed decisions about what people might potentially be looking to buy includes learning that individual's preferences and the rather unfortunate part of everything being online is that includes everything you could possibly imagine. Everything from the type of job you have right down to your porn preferences and other proclivities are potentially up for grabs and I'm sure the vast majority of people would feel greatly unnerved if Google, Facebook or whoever showed them just what kind of person the algorithms have determined them to be just by the data they've already collected.