Consumers tend to find these strategies alienating  Internet users have come to understand the nature of demographic and personal marketing, and have generally rejected it. This is because they consider the whole process invasive, with their personal details exploited to the profit of third party businesses seeking to peddle their wares. This has resulted in a substantial backlash against these forms of marketing, and built up prejudicial attitudes toward the companies that use these schemes, and the internet services that facilitate them. The facts of these attitudes have been borne out in a number of research studies, showing that as much as 66% of Americans do not want their personal information used to tailor advertising to them. [1] This has led to less than the desired outcome for marketers who rather than experiencing their sales increased efficiently through more targeted marketing alienate their potential customers. More than just invasive, this form of marketing tends toward stereotypes, using programmes that favour broad brushstrokes in their marketing, resulting in stereotyped services on the basis of apparent gender and race. A recent example of this sort of racial profiling took place in 2013 when it was revealed that having a stereotypical “black” name brought up ads for criminal records checks 25% more often than for users with other names. [2] This was, to say the least, considered exceptionally alienating by many users. This and other incidents have compounded the sense of alienation from these forms of marketing among consumers.  [1] Pinsent Masons. “US Web Users Reject Behavioural Advertising, Study Finds”. Out-Law. 30 September 2009.   [2] Gayle, D. “Google Accused of Racism After Black Names are 25% More Likely to Bring Up Adverts for Criminal Records Checks”. The Daily Mail.5 February 2013.