The internet promised a world of perfect anonymity: a space where humans could swear, flirt and masturbate, and no one would be the wiser. It was supposed to be a universe without neighbours, without busybodies, without conventional social mores. But then along came the advertisers.

Internet advertising companies want to track our secret instincts, as revealed online, and use them to sell us products. This is America, after all. But now, suddenly, we want the government to protect us from their online prying: US consumer groups are clamouring for a "do not track" list to allow US consumers to bar internet companies from watching what we do online. But we should be careful what we wish for.