Trust is always a concern, but a key issue for me is control. With Phorm I feel I have no control. An example of good control is Amazon's recommendations, if I buy a book for someone else I can tell Amazon not to use it for making recommendations, I have control. With Google, I agree to their adverts and find them unobtrusive and helpful, but I can not use Google as and when I choose.
My analogy of Phorm would be if my water company examined my sewage to see what foods I had eaten, and then added 'flavours' to my drinking water to tempt me to buy new food and drink.
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