It's more correct to say that the ways to opt out are esoteric. And it's also disingenuous. If the default is opt-in (and that's never OK, regardless of your r

It's more correct to say that the ways to opt out are esoteric. And it's also disingenuous. If the default is opt-in (and that's never OK, regardless of your rationalisations) and opt-out is hidden somewhere on the 8th subpage of a company you've never heard of or will likely never know about without view-source. I can count on one finger the number of times I've seen the source of a targetted ad... the middle one. Self-governance does not work when the power of technology is asymmetric. Whether it's cookies, spam or nuclear weapons, deterrence is the only effective solution.