Steve MacLaughlin writes with proof that not everyone with a database wants to send you spam or sell your information to the highest bidder, even if only for the good reason that you'd be loathe to do business with them afterward. "Companies have access to more information about their customers than ever before, and customers aren't exactly jumping for joy. Purchasing habits, medical information, financial reports, favorite music groups, and millions of other bits of personal information are being captured by companies. In Making It Personal: How to Profit from Personalization without Invading Privacy, Bruce Kasanoff teaches businesses how to get closer to customers without violating their trust." Read on for the rest of his review.