The benefit to small firms is far outweighed by the loss of privacy, something that the size of firms involved potentially makes worse. Smaller companies are unlikely to have the sophisticated data security that larger businesses do making it more likely that the information will fall into the hands of individuals who wish to misuse it. Moreover if targeted advertising alienates consumers then those small firms who are able to use such advertising may not be getting the full benefit. While individuals may well enjoy the various smaller or niche services being offered, they often do not like having it shoved in their faces. Being put off can detract customers from these markets, preventing the flourishing of niche market businesses desired. The strategy is just too invasive and disconcerting. Furthermore, far from successfully hitting their markets all the time, the programmes used to collate data rely on stereotypes and broad characterizations of users to try to reach their markets. This lack of sophistication leads to further alienation by users.