Here’s something that may surprise you: People get creeped out when you use their personal information to profit from them. In a study by Ithaca College, researchers discovered that buyers were less likely to make purchases from vendors who acquired their personal information through dubious means and without their consent.

Your JoeDog, on the other hand, gets creeped out when targeted ads miss the mark. “What the hell did I type into Google to make them think I’d like a copy of The Osmonds Greatest Hits?”