Through the adoption of Web 2.0 and cloud based services, we have increasingly come to rely upon free services provided by commercial entities. Web mail, online backup, social networking, photo sharing, web browsers, pdf readers, anti virus software, etc. Some of these products collect our data directly. In such cases, the exchange of user data for free services is well known, at least to many savvy users. However, many other products do not collect our private data. Instead, they quietly facilitate and enable data collection by other parties. Unsurprisingly, the default values for many of the tools we use have been selected to guarantee that most consumers will be tracked, and their personal data analyzed. Privacy does not come first. This talk combines behavioral economics, awareness of Internet business models, and a healthy dose of paranoia to analyze one of the primary reasons we have so little privacy online - because it would limit the profits of those whose free products and services we use.