SevenCubed - 3:30 pm on Sep 22, 2012 (gmt 0)
The masses tend not to care as long as these computing appliances can deliver the personalized experience they really want which does require tracking, lots of tracking.
Which masses are you referring to? Most technically inclined people who understand what's going on below the surface implement plenty of measures to avoid the tracking. And for those you say do not care, it's not that they do not care it's more likely they do not know. If they knew they too would probably care enough to also take steps to avoid tracking.
Also, from where do you draw conclusions that people have a need for "personalized experience they really want"? I've never heard anyone say that. When I talk to people about tracking they invariably ask me what they can do to avoid it, or at least lessen it.