The lesson here is that you can't just depend on companies to do the right thing just because you them to. Even though people option for "do not track" in their browser settings, websites basically ignored this preference. Worse - as the article notes - your selection of "do not track" became another data point that was tracked. That's why "modern browsers that include tracking protection don't wait for a "common understanding" to develop in the industry. Instead, they proactively block trackers." Note that you don't have such protections on your iPhone apps - as this report suggests, for some apps, "every tap, button push and keyboard entry is recorded — effectively screenshotted — and sent back to the app developers."
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