Putting a Price on Our Internet Identities

Marketing and retail companies are making a killing dealing in the habits and preferences of consumers -- information people often simply give away. The cloud of ignorance about what companies do with personal information is about to clear, and average people may soon have a better idea of what their background information is worth. The Electronic Frontier Foundation, an Internet watchdog group, is embarking on an effort to put a price on the average person's identity.

In more moribund moments, many life insurance policyholders have been known to joke bitterly about how much they’d be worth dead.

Unfortunately, they have less of a clue of what they’re worth alive, says one longtime plaintiffs lawyer.

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