The hero firefox needs. [quote]The leverage used to be on the advertising industry’s side, but it has become clear by virtue of the technologies at the browsers’ disposal that the leverage is now on the consumer’s side. The advertising side would be expected to reevaluate their hardline “We’re not going to negotiate” stance and rethink their strategy. Unfortunately, that hasn’t happened. So I’m not too optimistic on negotiated terms for Do Not Track, but I’m increasingly optimistic that by virtue of the browsers’ efforts, consumers will get the choices they want.[/quote]