storagedude writes "Time writer Joel Stein spent three months learning what data mining companies know about him. After learning everything the companies had profiled about him (some of it inaccurate) — social security number, age, marital status, religion, income, debt, interests, browsing and spending habits — he had a surprising reaction: complacency. '... oddly, the more I learned about data mining, the less concerned I was. Sure, I was surprised that all these companies are actually keeping permanent files on me. But I don't think they will do anything with them that does me any harm. There should be protections for vulnerable groups, and a government-enforced opt-out mechanism would be great for accountability. But I'm pretty sure that, like me, most people won't use that option. Of the people who actually find the Ads Preferences page — and these must be people pretty into privacy — only 1 in 8 asks to opt out of being tracked. The rest, apparently, just like to read privacy rules."