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Regular readers know I’m highly skeptical about U.S. consumers’ real concerns over their own privacy. As consumers, they’ve shown a willingness over the years to surrender personal information in trade for free media and other services. I’ve also often equated perceived privacy concerns with the amount of news coverage, whether it’s legitimate security breaches or hype-y “exposes.” And don’t get me started on how some traditional media, you know who you are, Wall Street Journal, would probably be happier if ad targeting was based on context, media brand, and high-wealth demographics, rather than behavioral data. Ki Mae Heussner’s write-up of a TRUSTe survey points out what business that organization is in, and describes behavioral data from Mozilla that suggests consumers may talk a better game than they play. But they do talk. If they start to act, that could make already tough online media businesses even tougher, and certainly hurt Google’s chances of becoming “an extension of your mind.”