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For all the effort made studying them, consumers can still be an unpredictable lot. Music industry hopes that all-you-can-eat paid streaming music services might save the business are not turning out as planned. Privacy advocates continued to be confounded by people’s willingness to put up with Facebook’s lack of privacy protections. Now marketers can be confounded by consumers’ resistance to being targeted by using their personal data. TV viewers, meanwhile, are not mirroring their own behavior when it comes to watching TV shows online. Go figure.