I have to say that I can forgive a little over-enthusiasm for his Beacon intentions. I use facebook, and I don't even notice the ads. However, I haven't been using it long, so it may be the legacy users who get annoyed more by it. And of course it is a little big brother-ish to have your data being tracked from site to site and then given to an advertiser. very minority report-ish also. also feels like an inevitability, tho...this probable won't be the last time we hear of this type of situation.