Here's an article at The Verge: http://vrge.co/NslBMB
And a quote from Tristan Louis on his blog entry "Internet balancing act": "Caldwell, however, is tapping into an interesting trend. There is, among the digerati, a growing resentment of advertising as the only model for online. The traditional ad model of display or text-based advertising may be running its course as people look to engage with brands in more significant ways. But in order to create that engagement, the brands need to know more about the users, creating that challenge of protecting a users’s privacy vs. providing greater flexibility."