This is scary stuff, but doesn't really come as a surprise. People got used to credit bureau reporting decades ago and so they may not get too worked up over the latest generation of internet enabled spying. In part, I think it's because they do not realize how much data brokers can access and aggregate. One way of raising awareness would be if consumers could see a list of which companies are buying their information from brokers and how they are using it. If disclosure were mandatory, it might create pressure for additional regulation of the sector, which, IMO, is sorely needed.