As far as I am concerned (and I suspect it applies to many others), giving up my privacy to a machine that generates customized ads (or even risking losing it t

As far as I am concerned (and I suspect it applies to many others), giving up my privacy to a machine that generates customized ads (or even risking losing it to third parties for more ads without my consent) is a much smaller price to pay than the inconvenience of going through paywalls and stuff. This is true especially when there's no guarantee that the article/post/whatever-content being accessed is gonna be of super-high quality. These things have been well captured through theories like Privacy Calculus [0] which basically posit that privacy concerns can often be trumped by the benefits of sharing resulting in a net positive utility. [0] http://scholar.google.com/scholar?hl=en&q=privacy+calculus&btnG=&as_sdt=1%2C33&as_sdtp= http://scholar.google.com/scholar?hl=en&q=privacy+calculus&b...