Who Do You Think You Are?

This piece from the last issue of Wired is pretty amusing. Scott Brown explains How Facebook Exposed Us All As Freaks:

Beacon and tracking regimes like it violate the unwritten soc-site covenant: They don't care who you think you are or who you'd like other people to think you are. They barely glance at your meticulously managed profile — Chabon on the nightstand, Beirut on the iPod, gut carefully sucked in. Instead, they tail you, dissecting you site by site, purchase by purchase: the gorilla mask, the bucket of chicken, the webcam, the subscription to Mature Biracial Pony, the edible sweatpants.