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This morning it was up a bit, to $438.74. And--I got the same price incognito. I have a couple different laptops, but they don't seem to vary.
Here's an additional wrinkle: According to one of my students who works for Microsoft, the way you move your mouse makes a discrete "signature" that is nearly as definitive as a fingerprint for identification purposes. If it is truly that accurate, clearing cookies and the like will not allow you to mask your identity. And, if you share your computer with, say, a spouse, your spouse will see ads tailored to them.
Finally, I'm finding a real generational difference in how OK students are with tailored ads. My undergrads, who have never known life without internet, are happy to sacrifice privacy for the convenience of tailored ads. Full time MBA's who are only a year or two out are the same way. But evening MBAs, who are usually 10 years older, are much more wary about the extent to which they are sacrificing privacy.
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