Even though millions of people use the Web every day, many companies have found ways to personalize their interfaces with individual customers. That is a remarkable feat when you think about it. The Internet has unbundled the information about products and services from the actual products and services. Shopping for a car today is different, as opposed to how it might have been ten years ago. Unbundling of information is disrupting traditional business models in an interesting way.

This personalization of Internet access can be very convenient, but it can also be quite bothersome. For example, have you ever noticed when you do a search for something like a trip or make a particular purchase, that you are then immediately displayed advertisements relating to that very thing? How does a business balance the public's desire for anonymity in Internet usage vs. collecting information needed to provide such personalization?