The perception that what we're doing on the internet is anonymous is a nice fallacy, isn't it?
I'm not referring here to the Hawks spokesperson being suspended for a Twitter comment.
I'm also not referring to the functionality of modern browers to go into a 'private mode', deliberately not saving any cookies or history of your browsing sessions.
I'm talking about the tracking tools which monitor you, and which we - as the average consumer - are never alerted to, or trained how to handle.
This was only brought home for me when I recently installed the latest version of the Opera browser to give it a spin, and installed the free Ghostery extension.
According to Ghostery, right here on News24, it has successfully disabled activity loggers from Effective Measure, NetRatings Site Census, Google Analytics and Google AdSense. Hmm.
Am I the only person concerned by this? I didn't give my permission anywhere for these activity loggers to track me, but there they are anyway.
If you're like me you've probably already turned your privacy settings in Facebook up all the way to 'Nkandla', and you un-tick the 'deliver targetted advertising' setting whenever you are presented with it, but those are clearly the visible parts of the rot.
What's under the surface? What is my ISP monitoring? What's the Government monitoring? What's Bill Gates monitoring?
You've been warned!