Data on the links we click, search terms we key in and browsers we use pales in relation to what we actively share with online companies on a daily basis.
From telling Foursquare where we ate dinner last night to sharing with Microsoft's HealthVault our prescription medication or test results, once it appears online our information is no longer only ours.
The FTC's "do not track" legislation also seeks to arbitrate only a singular end-use for our data: advertising.
It is undeniable creepy to see a search engine serve up ads based on sensitive queries regarding medical concerns. And when an email exchange with a significant other yields a startlingly on-topic Gmail ad for a vacation destination with "secluded beaches, sultry sunsets, special moments for you & your love," it's difficult to shake the sense that Big Brother is watching.
But the thorny issue that the "do not track" system does not address is what we can do to prevent companies from using our data in ways that we might not yet be able to anticipate...