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Opponents, however, say Google and Yahoo's measures don't go far enough. "[Removing the last three digits of the last octet] is like taking the last digit or two off a phone number," argued Marc Rotenberg, executive director of the Electronic Privacy Information Center. "It's the preceding digits that give you the most information."A cautionary talestudents are probably avid members of a social network, where they happily divulge their favorite movies, what they did over the weekend, and their relationship status. Marketers, in fact, point out this free flow of information in arguing that people actually want to see tailored specifically for them.
All of the hand-wringing raises an important question: how much do users really care about their privacy?
Conti, the West Point professor, interviewed some about two years ago and found that they knew or suspected their surfing habits were being recorded, but said they really didn't care. "They needed the quick fix of information and that outweighed any longer term concerns [about privacy]," said Conti.
This isn't all that surprising in the Facebook. Many of these same