For the most part, our spies contend that we know we are spied upon, but accept the surveillance because of the many concrete benefits we receive in return. Marketers want us to know, for example, the more we divulge, the better they can serve us. Indeed, they can help us realize desires and aspirations before they occur to us – desires we never even knew we had. In that sense, they promise to empower us, help us get what we want, and improve our personal lives. In turn, this implies that savvy shoppers expose personal details, even if they seem arcane and unremarkable. Apparently, that is not for us to judge.