Most of the web has the appearance of being free, but when you sign up for Google services or a Facebook account you're potentially handing over a much more valuable commodity: your personal information. Companies want this information because it can be used to target more relevant ads to you. The more relevant the ads, the more likely you're going to buy. Although advertisements aren't necessarily all bad, because it's often preferable to see ads for things we actually want, it can be a little disconcerting and embarrassing when you do a search for herpes treatments and see nothing but Valtrex ads for a week. You shouldn't stop using the services you love just because they have a hidden cost, but it's important to understand that free services aren't really free. You are paying with your right to privacy, and that can feel a little invasive.
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