Retailers, technology companies looking to avoid 'creepy factor' in figuring out what consumers want -- chicagotribune.com

Michael Redding describes the get-to-know-you game between man and machine as a version of "Name That Tune."

Take, for example, someone who lands on an online retailer's home page and enters a search term. The Web site can identify the person's rough location and a bit about what the shopper wants to buy. With those two notes, the site can start figuring out who the visitor is...