My personal information is not a commodity. Its easy to think of it as a commodity because its so easy to put it a neat little digital box that is easily stored in a database or transferred from one database to another, much like you would with a barrel of oil sold on the commodities market.
But no matter what form its in, or how easy it is to box up and ship it off, its still mine. Even if you store it for me. Even if I use your site and a partners site. Its still mine. Its a piece of me. You can't have it. You can't take it from me, even if you promise a more "Instant Personalization" of the web.
I would like to see the web more personalized, but it must be done the right way. With my permission and my say as to how, when and where its personalized.
Opt in, not opt out.