Last week, Ted Shergalis' Behavioral Insider article made the analogy between behavioral tracking via cookies and barcodes, basically outlining that consumers have faced data tracking in the past and that acceptance boils down to value, i.e.: "What's in it for the consumer?"
I couldn't agree with Ted's point more. Certainly there will always be a portion of the population that distrusts and avoids any type of observation. However, for many, the value side of the equation must simply outweigh the privacy concerns.