Data that underscores instinct here: people are more engaged in online ads. Of course, that's true because the ads are making use of more data about the preferences of viewers. Now the question: when do consumers decide that their preferences are so valuable that they won't "give them away"? Or is it enough that content--like news stories and features--are free on the web, paid for by advertising? Seems like there's still a big difference between the value that advertisers give to personal data and what consumers think that information is worth.