If you want to maintain a profile, you have to let people know you are doing it and let them opt-in. There is a fair amount being done. Historic activities are being captured on the sites you are visiting. And, on a campaign basis, how people have reacted to certain ads in the past. Profiling is creating a dossier or file on an individual and enhancing that by watching their activities and asking them questions on the way and adding other data that you may have.
Privacy is a constant undercurrent.
It's going to pop suddenly and become relevant. This may happen in the next nine months, after Christmas. Somewhere little Johnny or his family will get used and abused by some data pirates. I think industry has less than nine months. We have an election coming up and people are going to focus on issues high on consumers' minds.