Opting in, opting out, or no options at all: The fight for control of personal information

Businesses routinely buy and sell personal information about consumers. Man y consumers find this objectionable, but relatively few of them opt out of that trade. This Article argues that businesses have both the incentive and the ability to increase consumers' transaction costs in protecting their p rivacy and that some marketers do in fact inflate those costs. Faced with t his and other constraints, many consumers ultimately decide not to protect their privacy. This Article proposes several ways by which consumers' trans action costs can be reduced or eliminated.