The current online-tracking arms race between browsers and online advertisers exacerbates this ambivalence, as solutions like Google FLoC 1 will gradually reduce the possibility of indirect user behavior tracking, pushing web services to require forms of authentication for the simplest of functionalities. The, intentionally unattractive, alternatives offered are either to receive a degraded service when accessing without logging in or to simply not use the service. Importantly, existing services and business models are largely based on an all or nothing user participation paradigm, namely users are encouraged to supply personally identifiable information (typically via use of a login account linked to their identity) in return for a personalized service. Recommender systems are becoming pervasive in online services, ranging from relatively simple “people who liked this also liked that” suggestions to personalized advertising, reranking of search results and decision support, for example, route recommendation, health diagnosis.
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