The good news is that it is, ever slow but certain.
And one has to do it oneself; if government gets there first, it gets ugly (just look at the last year). In the future, knowing what’s one doing, what requests are really being sent (it’s NOT just that ‘cnn.com’ click you made! There are twelve ad networks roaming around, besides of CNN having code inserted to trigger every time you scroll the page, etc), what’s sliding under the rug, that sort of thing, will become increasingly important.