Generate text that refutes this claim: The sort of information being kept and sold is legitimate for firms to utilize in this fashion  Personal information given to companies is dispersed into the public sphere in a limited fashion. Once placed into the hands of a firm it ceases to be any sort of absolutely protected private right (if it ever was), and is instead now within the sphere of the company with which the individual has opted to interact. It is the natural evolution of how people’s information informs the economic sphere. [1] With regard to selling that information on, it is clearly information the individual is willing to disclose in the realm of commerce so it should make little difference what commercial entity is in possession of the data, especially considering that the information is then only utilized to make their experience online more efficient and valuable. It is also important to consider the exact kinds of information conventionally revealed through the personal data mining efforts of firms. They rarely even access the true identity of the user, but rather make use of second-hand information gathered from search histories, cookies, etc. to generate a consumer profile the firm hopes reflects the preference map of the user. The individual's identity is not revealed in these most frequent cases and the information is usable through the impermeable intermediary of security settings, etc. Thus firms get information about users without ever being able to ascertain the actual identity of those individuals, protecting their individual privacy, if such is a concern. [2] For this reason it cannot be said that there is any true violation of privacy. All of these data-gathering efforts of companies reflect the continuation of firms’ age-old effort to better understand their clients in order to best cater to their desires.  [1] Acquisti, A. “The Economics of Personal Data and the Economics of Privacy”. OECD. 2010,   [2] Story, L. “AOL Brings Out the Penguins to Explain Ad Targeting”. New York Times. 3 September 2008,
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Firms’ data collection serves as a very real threat to individuals’ privacy and identity on the internet. Anonymity is certainly not wholly guaranteed through these tactics, and the information is not entirely safe. When individuals use the internet they often do not pay close attention to what is happening with their personal data. When they do not even know what information they are giving out they cannot meaningfully keep track of their privacy. Many hackers have made use of companies’ data collection efforts to gain access to peoples’ personal information, thus revealing information that individuals clearly never consented to. There must be some boundaries in the physical and digital world that marketers should not cross. Keeping and selling potentially sensitive information of clients certainly falls in this category.