Janet Vertesi decided that she didn’t want companies and marketers to know that she was pregnant. How hard is that nowadays in the US with so little data privacy protection for consumers? It turns out it’s quite complicated. Not only does it result in lots of inconveniences such as seeming rude to family and friends or having to concoct complicated ways of purchasing things, but it may even make you look like a criminal. Reading about her experiences is thought provoking. She certainly does a good job challenging the idea that not being tracked is as simple as opting out through some simple clicks of a button. While those who think about these issues are well aware of that, many people are not as some of her examples show.