PARAGRAPHA marketing company called Acxiom has collected detailed personal information on billions of consumers across the globe. Aside from the usual data such as your name, address and phone number, Acxiom knows your income, the kind of house you live in, car you drive, food you eat, pets you have, music you listen to, and even your exercise preference. Knowing what kind of person you are, Acxiom is able to predict the things you will buy in the future. It may bother you to know that Acxiom is accumulating your personal information and passing it on to countless other businesses. But something even more sinister is going on: Acxiom presumes to know what you will buy even before you do.