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Imagine you’ve just been named the executor of Uncle Bob’s estate. You’ve wrangled the physical stuff: you sold his 1998 Buick, you rehomed his overly aggressive parrot, and you even figured out what to do with his bizarre collection of…

Have you ever casually browsed the internet for a pair of orthopedic shoes, only to find that exact pair of shoes following you around the web for the next month? You go to check the weather, and there are the…

Picture this: You are on the shared family computer, trying to look up a surprise anniversary gift for your spouse. Or maybe you’re trying to figure out why your left knee makes a noise resembling a rusty gate every time…
You bought a pair of orthopedic socks online once. Just once. Now, no matter where you go on the internet, those socks are following you. They pop up while you’re reading the news, while you’re checking the weather, and even…

Picture this: It’s 2014. You’re trying to buy a highly specific, customized spatula for your nephew’s wedding from a website called Spatulas-R-Us. To complete the checkout, the site practically demands your life story. You type in your name, email address,…

Imagine you are sitting in your favorite armchair, enjoying a cup of coffee, and minding your own business. Suddenly, the phone rings. It’s a very polite person named “Kevin” from a company you’ve never heard of, and he wants to…
Have you ever ordered a single pair of sensible walking shoes online, only to suddenly receive phone calls from people trying to sell you a walk-in bathtub, a reverse mortgage, and a timeshare in Florida? You didn’t tell anyone about…
Imagine walking into your attic. There, nestled between the artificial Christmas tree and a box of VHS tapes you haven’t watched since 1998, is a blinking computer terminal holding your credit card number. You don’t remember putting it there. You…

Imagine you go to the grocery store to buy prunes. You haven’t told a single soul about this thrilling errand. Suddenly, your phone buzzes with a digital coupon for digestive yogurt. How did it know? Unless your smartphone is clairvoyant,…

Imagine you’re standing in your kitchen, casually mentioning to your spouse that your lower back has been acting up and maybe you should look into a new mattress. Two hours later, you log onto Facebook to see pictures of your…