I'm aware of a study that is done, I think annually, by a major research company that happens to be a member of ours: TNS Canadian Facts. It monitors Canadians' attitudes towards things like online behavioural advertising, so the tracking that is done through cookies on their computers, and then the custom ads that are served up to them, and their like and dislike for that sort of thing.
I saw a study along those lines that is about a year old now. So our industry is monitoring that sort of thing.