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The predominant business model for most online entities is to offer a free service that attracts users and then monetize those users' personal information via advertisements and marketing. Owing to these strong economic incentives, online services are becoming increasingly more adept at using new ways to collect personal information, while users lose more of their privacy. Here, the author investigates this "tussle" between online stakeholders.
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Vijay Erramilli (2012) studied this question.
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