In buying this book on amazon, and leaving a review on amazon, the net knows that much more about me.
This book addresses one of those game theory scenarios, where whats good for the collective (maximum data) is bad for the individual (loss of privacy). The rational response is to let everyone else fully disclose and capitalize on that, while maintaining your own privacy.
I probably knew most of the material in this book beforehand, being in tech, but its unlikely I can abide by the recommendations. My Google RSS Reader is loaded up with 100+ feeds, some of which spool up 100 articles per day. Google Calender is best of breed. And Google Email offers POP/IMAP for free, whereas Yahoo email does not. All three of these "killer apps" work best when logged in continuously. So I login from home and work, and they stay logged in 24x7. As a result, whenever something pops in my head, and I do a search, Google is able to track that, and tie that to my name because my name is tied to my email.
I may switch to NewsGator or Bloglines, and go back to Yahoo email/ Calender. And I may code up something on my linux firewall to switch its MAC / IP address on a weekly basis. And I may ditch my Grandcentral, with the cost that I will have to give out my real cell phone number to merchants. But I probably won't.
I was able to muster a small pyrrhic victory, and steer clear of the G1 (google) phone. Which is integrated tightly with Google, such connecting with a Gmail address, and all the contacts associated with that email address.
Also, re. chaffing countermeasure, with Firefox TrackMeNot is interesting. I tried that out sometime back, and had it cranked up to some number of queries per minute. It wasn't long before Google (temporarily) blocked my IP address with some error message. And I just noticed that I have TrackMeNot turned on at work at a rigorous "chaffing" pace, and it was not disabled. I assume that is because Google cannot easily turn off chaff coming out of a big corp, thats behind a firewall/ NAT. This might be something of a loophole. I will have to explore this further.