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This is Orwellian and scary.
"Duhigg suggests that Target’s gangbusters revenue growth — $44 billion in 2002, when Pole was hired, to $67 billion in 2010 — is attributable to Pole’s helping the retail giant corner the baby-on-board market" - lordy, who knew there was so much money in the soon to be new mommy market?!
Everyone is so concerned with their online privacy, especially related to Google and Facebook. You don't read about your offline privacy that often. This story might help bridge that gap.
Danny Sullivan points out here -- https://plus.google.com/113217924531763968801/posts/BnSkf811g4E -- that there's a double standard for online vs. off-line companies. That seems to be the problem here: we blindly trust offline companies with private information of vital importance (and just trust that they either won't use it, or iwll only use it wisely).