Actually you need to be quite sophisticated in your approach to be able to use their site but avoid material 'fed' via their advertisers for whom they state they take no responsibility (banner ads can feed more than just targeted adds ! - all kinds of unwanted spyware via the gaping hole that is IE) - you may be interested in a US based company which has just caught the ire of Canadaians for alledgedly breaking Canadian law - On its site, Abika says the profile provides the behaviour history of a person, including past and current preferences.

Profiles are compiled from information relating to shopping histories, memberships in various organizations, court records, property deeds, media and opinions expressed in Internet chat rooms, as well as other methods such as statistical comparisons with peer groups, polling and information submitted by friends, co-workers and relatives.

Sounds to be me that care2 is an ideal front especailly given that two of its main advertisers RealAudio and Doubleclick are well known planters of spy ware (Real was found guilty some time ago in a US court and forced to remove some but not all of its spy ware)