I really don't think there is any way to fight this type of intrusive tracking unless you just opt out of using the Internet, or possibly if you are willing to pay to use a VPN. Frankly, I feel somewhat protected by the needle-in-the-haystack effect--why is my personal information ever going to be singled out in such a way that it comes back to haunt me? Sure, I might be a bit worried if I was a terrorist or doing something illegal, but I think for most of us this is a bit of freedom we are willing to give up in order to obtain useful things like free email, free search engines, and other free online services. Do I like it--No! Am I really worried about it--No!