San Jose Mercury News, April 2, 2010 by Mike Swift
http://www.mercurynews.com/breaking-news/ci_14810526?nclick_check=1
A national poll last year analyzed by scholars at UC Berkeley’s Center for Law & Technology found that 66 percent of adults do not want tailored advertising online; a higher share was opposed after hearing about tracking techniques. “There is a real disconnect between business practices in this field and consumer expectations,” said Chris Jay Hoofnagle, director of the center’s information privacy program.