Part of that is a generational divide. While we're trying to figure out how to clear those cookies on our browsers, our kids are loading their smartphones with geosocial apps that broadcast where they are, who they're with and what they're doing moment-to-moment.
Heine thinks it's unlikely that privacy advocates will prevail, "unless there's a colossal news event … a major screw-up that some company makes."
Grant says that losing the privacy battle would hurt consumers in ways we're not yet able to calculate.
"Going to the hairdresser might not be something you're terribly worried about being known to advertisers. But how about going to the doctor?" she asked.
"How about being followed around on the Internet, as you go from site to site. And having the profile of you drawn from those visits used for other purposes — like credit, insurance, employment.
"Right now, there aren't any limits on that."
I'm trying not to be paranoid. This online coupon mania has been fun. I've been whale-watching and wine-tasting, enjoyed cut-rate facials and massages, taken Zumba classes at a gym I ordinarily can't afford.
I don't think the online sleuths have a bead on me yet, judging from my offers this week — trapeze lessons, paintball sessions, a Hollywood helicopter tour.
But if Heine is right, they'll be tracking me soon.
Maybe it's time to consider the implications of redeeming that ubiquitous Brazilian bikini wax deal.