Active vs. passive, perhaps (although admittedly that distinction has shrunken substantially). That is, "in the good old days", facebook or google really only

Active vs. passive, perhaps (although admittedly that distinction has shrunken substantially). That is, "in the good old days", facebook or google really only tracked what you did, on facebook or google, while crapware could track everything you did on the computer. Now, of course, as more and more of our lives are based around our browsers, and google and facebook track more of what you do anywhere on the web, not just on their sites, so I suppose it's not that different.