I really don't understand the extreme hostility to data collection and data markets. No one likes ads, but no one wants to have to pay a subscription fee to every single site on the internet. If I'm going to see ads, I'd rather them be something I might potentially find useful than something irrelevant. If I end up buying their product, the exchange is mutually beneficial and both parties walk away with value from the exchange.

What's really great is that it can really help small businesses and startups over large corporations. Brands like Coca Cola can afford to canvas the world with their logo, but a business with a handful of employees must use their marketing budget very carefully. User data and profiling makes it realistic to find those people naturally through their internet habits.

Even if this is being used by politicians, I don't see the harm. If you think people can't think for themselves in the face of political advertising campaigns, then I don't see why you'd also believe that those same people can be trusted with the responsibility of the vote.

I can understand the need for treating data carefully and making sure the data is sufficiently scrubbed for personal identification, but this issue is something different.