Do we want personalized ads, though? I don't, but I suspect I'm in a small minority. If I want to purchase something, I'll go do some research. I specifically don't want ads that are designed to try to get me to purchase something I don't need based on some manipulative psychological model based on my browsing behavior.

A quick search makes it apparent to me that most people do want personalized ads, or at least think they do, while at the same time most people don't want the behind-the-scenes tech that makes it possible.