We all want relevant content, when we browse the internet. We want the right offer at the right time - and even more we don't want the wrong offer ('I just bought a toaster, how many toasters do you think I need!'). But we also want to be left alone. We want to be anonymous, when we buy our macrame utensils and bird watching binoculars. On top of that, it shouldn’t require a masters degree to figure out and exert control of our data.