In todays world, it seems that companies and consumers have a hard time finding a balance between personalization and privacy. Throughout the article, I found that the common theme was that consumers would be willing to provide their information to websites considering the company builds that trust with them. This trust is found by disclosing what information the company is taking and storing about their users, and how they plan to use this information. Today, there are also three different types of privacy attitudes: those who express extreme concern, those who are unconcerned, and those that lie somewhere in the middle (which is the majority of the people). It seems that marketers are having trouble finding this common ground of creating a personalized environment for their consumer without overstepping their boundaries. Technology has created a new world of concerns, but privacy seems to be on the forefront of many peoples minds. My question to companies and consumers is, even if the company wrote out a disclosure of how they are using our information would we take the time to read it? If we do take the time to read and understand what information is being taken from us, would that stop us form using a particular website? It is hard to say.