I agree, how we are tracked needs to be more transparent/upfront. Clearly these companies will make every possible effort to hide what’s going on behind the scenes so this stuff needs to be regulated. Companies like Google/Facebook are not upfront about what they capture and how they capture it because they know many people would not be comfortable with it. Unlike non-advert business models, the actual transaction that is happening is tucked away in a EULA. This to me is the sign that consumers, especially non techies, need protection.