This is probably the most interesting response on this thread so far. Ok, let's take a step back for a minute. Help me understand something here. You say that targeting means online profiling, this is true and I understand that. But how would profiling alienate us? That's the part I'm confused about...do you really feel alienated when you google "airfare to Hawaii" and the next day when you login to Nytimes.com, you see ads for travel deals to Hawaii? Second, isn't is possible to do non-targeted ads? Obviously they are less effective and generate less revenue, but they could still make money perhaps, with zero alienation involved.