the internet grew to what it is today because of free content and applications. advertising is found/proven to be the only model that can help sustain the internet growth. and advertising dollars have to grow as well along with the internet growth.
unfortunately the side effect of this relationship is the advertisers need to know more about the internet consumers to maximize the ad revenue. they have to work extra hard to identify and profile each and every internet consumer. and there is the extra effort to lock-in the users.
this extra effort is guaranteeing the death of the open and anonymous internet.