ITunes and Privacy

It's been reported in the Mercury News and other publications about Apple's response concerning privacy issues on how iTunes tracks you by a unique id and suggests purchases compatible with your lifestyle.  Before, it wasn't obvious on how to turn off this "Mini-Store", but the new changes Apple has made has makes it much more obvious.  I applaud Apple on this move.

I'm a little mixed on the whole privacy issue of purchase history.  On one hand, I like a store that caters to my needs and uses my purchase history to make recommendations and maybe even mails me coupons and promotions tailored specifically to me.  I like to think that such a store might decide to carry more of what I like rather than what national polls and averages dictate. 

On the other hand, I worry about where that information might go.  A store could be forced to give up information on a subpoena.  When you start realizing the immense power of large data warehouses all being able to linked together, the amount of data that can be gathered on an individual is staggering. 

So when you make purchases, you need to decide, does that purchase fit the wholesome citizen that you want people to perceive you as, or would those 10 bottles of Everclear show a little smudge on the record.  Then decide if you want to use that shopper card, credit card, or just pay in cash.