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Retailers want to know more about their costumers yet their

What do these two quotes mean?

1. "Retailers want to know more about their costumers, yet their customers are wary of providing more information about themselves because they know they're being tracked and targeted."

2. "You had to get a warrant to monitor a person or a group of people. Today, it is increasingly easy to monitor ideas. And then track them back to people."

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