Customization through the use of technology helps reduce the information overload we face in the modern age. But the same customization relies on tracking our characteristics using computers and large databases.
Several high profile situations have recently brought privacy considerations into the public sphere. Edward Snowdon revealed the extent of monitoring carried out by the NSA. More pervasive is the tracking that private companies such as Google carry out when you do a web search or visit a web site.
We in Canada have two very good privacy departments helping ensure this doesn't get out of hand. The province of Ontario has the Information and Privacy Commissioner, and the government of Canada has the Office of the Privacy Commissioner of Canada.