I mean... effectively, they are http://money.com/money/4506297/how-retailers-track-you/
I don't use any of the methods they mention there (although I know that they can use my credit card info to track me as well).
But, yeah, I'm still offended by that. It doesn't justify the widespread behavior on the internet to me, they're both bad.
Bringing it to a physical example, if I walk into a store and see a product placement or physical sign advertisement, I'm not that offended by it. But if they started fingerprinting me and taking my picture under the premise of selling me more stuff... I'm offended by that.