Remember When You Didn’t Have to Worry About Online Tracking?

I recently read an article about how companies track Internet searches to aid in marketing of products and rejection of credit applications.  It is certainly easy to see what banks will do with credit applicants who search for “do I have to pay my mortgage,” or what life insurers will do with policy applicants who search for “skyscrapers that let you bungee jump.”

But Internet searches do not always fall into such neat categories.  What will companies make of someone who searches for how long mayonnaise can stay on the counter before it can no longer be served to his in-laws?  Or who trolls YouTube for the opening credits to the 1980s cartoon “He-Man and Masters of the Universe”?  Or who wants to know if Marilyn Manson is really the same guy who played Paul Pfeiffer on “The Wonder Years”?  (For the record, he is not.)

I can see the corporate scientists in the laboratory now.  There is a monitor showing me sitting at my computer, searching for the video of “The King Is Half-Undressed,” the hit single by the 1990s pop band, Jellyfish.

“What is he looking at?” asks the Google overlord to his underling at the monitor.

“Well, sir, he’s watching a Jellyfish video.”

“Like one of those squishy things at the beach?”

“No, sir.  Jellyfish the West Coast pop band that, true to its name, was short lived yet influential.”

“What’s with all the tambourines?  Every member of the band has a tambourine.  There’s even a tambourine coming out of that guy’s head.”

“I think it’s supposed to be a conceptual video, sir.  How shall we proceed?”

“Charge him an extra three points on his mortgage,” says the overlord, taking a sip from his coffee mug that says “World’s Best Dad” and shifting focus to a monitor focused on someone searching for videos of people falling down the stairs.

What will health insurance companies make of my visits to the Internet Movie Database, where I’ve analyzed the career paths of the actors who starred on the Nickelodeon sketch-comedy show “You Can’t Do That On Television”?  Perhaps they will call it a pre-existing condition, and raise my co-pays for hospital stays and prescriptions for green slime.

Perhaps this is all for the better.  Perhaps online search tracking will enable companies to bring us better products.  Perhaps one day I’ll finally come home to a cat that plays the piano.

A positive use of online tracking would be to tell us what our friends have been searching for.  Then we would know what to buy them for their birthdays.  Maybe one day I’ll sign in to Facebook and get a reminder that it’s so-and-so’s birthday, along with a note that so-and-so is really interested in action figures that don’t melt in the microwave.

Of course, the real issue with online tracking is privacy.  No one wants to go through cyberspace labeled as someone who likes hats and pictures of skin diseases.  And I’m sorry, but it is no one’s business if you need to know how much Jennifer Aniston spent on cereal last month.

So I’m confident that Congress will move heaven and earth to pass an online privacy law that will be thousands of pages long and will do absolutely nothing to stop online tracking.  But maybe the law will make the companies at least tell us why we’re suddenly being sent samples of mayonnaise that do not need to be refrigerated.

Remember When You Could Not Instantly Settle Arguments on the Internet?

Remember when people couldn’t instantly settle arguments on the Internet?

I do.

Sometime during the 90s, when my friends and I had started to resemble adults, I got into a disagreement with a close associate of mine, whom I will call X. The nature of my disagreement with X related to Jambi, a character on the award-winning television program Pee Wee’s Playhouse. Jambi was a disembodied head floating inside a bejeweled box in the corner of the Playhouse. X and I disagreed over the color of Jambi’s skin.

I said, “Jambi is blue.”

X said, “Jambi is green.”

Thus we disagreed, even wagering $5 on the outcome. Had our dispute arisen just five years later we could have resolved it instantly with a search on Google, the same way we would later resolve disputes over song lyrics or whether whales have penises. But at the time we had no way of quickly resolving the issue. Pee Wee’s Playhouse had been canceled a few years earlier, and I had not thought of taping it. Not that I would have known how to work the VCR anyway.

Although X and I remained cordial to each other, the disagreement simmered. Our mutual friends were compelled to take sides. After a while I would get invited to things only after it was assured that X would not be there. Sometimes one of us would be arriving while the other was leaving and it would be awkward. People begged us to reconcile. But I was adamant. I knew Jambi was blue, just as Neo from The Matrix knew he was the One. I just knew.

And then one day X invited me to his house. I figured he wanted to make up and serve up some of his famous iced tea – an old family recipe that called for six times the legal limit of iced tea mix. I walked in his door and he greeted me not with iced tea but with a remote control and a smirk. He pressed a button and Jambi appeared on the TV. And the Jambi on the screen was undisputedly green.

X was triumphant. “See? Jambi is green. Now pay up.”

I handed over a five-spot and began the long walk home. I thought that there was something very unsettling about what I’d seen. The show on the screen was definitely Pee Wee’s Playhouse, but it seemed just a little different from the one on TV that I’d watched every Saturday morning for a year. Perhaps I was just sore from losing money. I would have to accept defeat gracefully.

Years passed. I went to college and forgot about the Jambi wager. Then I graduated and went to work. By this time Google had been invented and I had gotten into the habit of searching for random things on the Internet when no one was looking. Finally it occurred to me to search for Jambi. And lo and behold, the Jambi that Google revealed was blue. Blue! And as I scrolled down to find less common results I discovered why I had lost that bet. The tape that X had showed me was of the HBO special, done live on a stage, where Jambi was green. But on the TV show, Jambi was blue. I was right. Well, maybe we were both right. But I was more right. I wanted to call up X and tell him. I wanted to gloat and feel vindicated. I wanted my five dollars back with interest compounded monthly.

But when I did see X and told him my big news, he just shrugged his shoulders. He would not give me any satisfaction. There would be no gloating, no vindication. Just lost years and a lost five-spot.

All because there had been no Internet to instantly settle our dispute.