Interesting blog entry from Ed Felten at Princeton on why people will sell their privacy for a miniscule chance to win {a hawaiian vacation, ipod, mercedes}.

Freedom to Tinker

"Viewed this way, the price I charge you tells you at least as much about how well I think my privacy is protected, as it does about how badly I want to keep my location private. So the answer to “what could they be thinking” is “they could be thinking they have no privacy in the first place”."