“Luckily for the advertising industry, modern web users have begun voluntarily providing all their personal details on social networking sites like Facebook and MySpace. Users of these sites happily upload all sorts of personal information about what books and music they like, where they shop, who their friends are, and where they live. While users of these sites may imagine that they control the information on their profile pages, advertisers are salivating at the thought of all that personal data just waiting to be processed, analyzed, and turned into profit.”