Also, the implication that not being tech-savvy is a form of willful ignorance is unrealistically dismissive of the different talents and intelligence people possess. Being proficient in the many and various technology’s is just one skill set among many, and people value privacy and simplicity without having to jump through hoops to achieve it. Technology should serve to enhance our lives, not add another layer of complexity. The burden should not fall solely on consumers to fend off invasive advertising; it is also the responsibility of companies to respect their users’ desire for a straightforward and unobtrusive experience. (Though I suspect we both agree this bit is more dream than reality…)