There are two separate issues that the article doesn't differentiate. The article simply says they keep track of book purchases-I think that's patently false in at least one case as I simply don't see how Google can keep track of the books I purchase from Amazon. I'm not quite as certain that Amazon can't track books I purchase from Google though-if I load them on a Kindle. (Note: I don't have a Kindle so this is speculation. I've not heard anybody claim they do track them, but that syncing makes me wonder.)
So, the two issues are whether or not they track the books you purchase (or searches you make) from them, and whether or not they track (or try to track) *all* the books you purchase. In the first case, I don't have a problem. If I don't want a store to know what *I* purchase from them then I don't give them my name & pay cash. (If I can't then I decide, each time, how I'll handle it. Radio Shack, for instance, insists I give them my name/phone number on every purchase. I consider it a real shame that their records are now so inaccurate (sarcasm) because I've given them several phony names over the years. Not lately though-lately I've stuck to one name because there are two Radio Shack stores in our town. So the one I buy from now shows quite a few purchases made by the manager of the other store.)
Anyway, as I was saying, I don't have a real big problem with a store tracking the purchases I choose to make from them. I think they should be up front with it, but most ebook stores are. Tracking (or attempting to track) what I buy from other sources is, IMO, an invasion of my privacy.
So relating this to use of a club membership or loyalty card is, IMO, incorrect-except when the furor is over the 1st issue, about them keeping track of what you purchase from them. And anybody who believe that mail order (for want of a better term) doesn't keep track of who orders what, is nuts. The use to which they put that info is something else-but all the EFF was reporting was that they collect it.
BTW, a tinfoil hat attracts attention. If the PTB see you wearing one they'll find other ways to monitor you-but a snowhat with an inner lining of tinfoil works just as well, without attracting unwanted attention. (At least during winter.)
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