A friend of mine who is working in the travel industry was so kind to pointed out a nice rumour to me which highlights how suspicious users get as soon as they have the feeling that are being watched and that websites are tracking their surfing behaviour.
“Don’t book your flight on the same computer you used to search for a flight. The second time you access the airline’s website the prices will have increased as the website anticipates that you are coming back to book the flight.”
I don’t want to dig deeper into the issue (e.g. is Ryanair‘s cooking really there to make your next search more expensive) or give you advise on that stuff but I’d like to draw you attention on how emotional users get as soon as they have the feeling that they are being spied at. Thus, knowing that most users thrust Google more than their local authorities (Fallows 2005, p. 27), I wonder which measures websites and internet businesses will have to take to get out of the “creepy behavioural marketing/advertising corner” 
