oh yes, no doubt about that :). They might be better so serve content to you by knowing more about you. Lots of (young)users will not care. Still it would be good to educate us more about how they use our data. Maybe it requires some body like the EU to step in and require more transparency, like they did with Google: http://www.thedrum.com/news/2013/04/04/six-eu-countries-targ...