It's virtually impossible to find a business that doesn't mine data on its users, be it your local grocery store or an online-only outlet which carries digital warez. And it doesn't matter whether you're a prospective buyer browsing a collection of books on Amazon or a repeat customer using your credit card to purchase intangibles.

One way or another, you're getting profiled. It's happening all the time and all around us, insofar as we don't even pay notice though we should. Even searching the web leaves valuable data in server logs that can and is being traced to your anonymized profile. What you're getting in return is a more personalized experience and certain businesses like social networks (Facebook, Google+ and so forth) literally depend on this idea.

Apple begs to differ. Suggesting the practice is getting out of hand, the company scored a huge patent win for techniques that could make data profiling more difficult and the iOS ecosystem a place devoid of aggressive advertising...