It's seems despite all my time at university studying Plato, Descarte, Mill, Kant, Wittgenstein, Foucault, et. al., I failed to learn that targeted advertising was one of the corner stones of civil society.
I also didn't realise that man has an a priori predisposition to being tracked. And that NOT tracking him without his explicit permissions intrudes upon one of his fundamental freedoms.
Well, at least standards compliance is held in high regard.