Change and the Cookie Monsters [0618.1998]

I just read a Wired article about one-to-one marketing on the net.

The idea is that web advertisers could (and do) use cookies to track our surfing patterns and start targeting us as individuals. Do we really want the invisible hand reinforcing our behavior patterns through a constant ad campaign? Do we really want a net that adapts to us? That learns to present us with a constant stream of the familiar?

I for one don't want a comfy net. I want to see ads about products in Zimbabwe if I'm looking at a page about Zimbabwe. I don't want to see an ad for computers because ad network out there thinks I'm just a geek. Why not target based on the content of the page?