How long has the industry been assuring consumers that tracking their online behaviors, preferences, personae and compromising their privacy gives them more relevant and better advertising and more free content? The unprecedented harvesting of data on the behaviors of free citizens appears to be progressing without regulation, assurances of security or safeguards against abuse. Advertisers, agencies and the ad stack all wrangle over who controls the data, and distinguishing among first/send/third party sources, but consumer “ownership” of the data seems left out of these arguments. Adding insult to injury, the purported upside to all of this tagging, tracking, profile building and site slowdown is invisible, not transparent. From a consumer perspective the data-driven ad revolution deservedly seems at best like a broken promise, at worst a violation of personal privacy for no good reason. Will U.S. regulators continue to sit back even as their EU counterparts crack down? Are industry self-policing policies really adequate responses to the breadth, depth and intimacy of content harvesting already commonplace, let alone the kinds of consumer surveillance that wearables and the Internet of Things make inevitable?